ICECREAM EU teams up with Don Toliver

The cult streetwear label has enlisted the American rapper, singer, songwriter and Cactus Jack star signee to front its inaugural ICECREAM EUROPE collection.

Introducing BBC ICECREAM’s inaugural ICECREAM EUROPE collection, as seen on American rapper, singer, songwriter and Cactus Jack star signee Don Toliver – the official face of the new drop that signifies a new era for the brand.

Let’s take a trip down memory lane. In 2004, Pharrell Williams partnered with Japanese fashion designer, DJ, record producer and entrepreneur NIGO, to launch two forward-thinking menswear collections: Billionaire Boys Club and ICECREAM, both of which drew references from the visual language of legendary Japanese graphic designer SK8THG. Conceived at a time in which luxury and street markets were slowly starting to intertwine, both lines have since become globally-renowned streetwear labels, adored by the well-dressed worldwide, and have gone on to inspire a wealth of streetwear brands that have popped up since.

Today marks the official launch of ICECREAM Europe: a collection that pays homage to the brand’s original DNA, under the creative direction of Ross Westland. But there’s more to it than nostalgia – the collection combines vintage Americana with mid-century youth aesthetics, and features the kind of pieces you’ll put on and never want to take off. See: a fresh spin on varsity letterman jackets, slouchy running dog denim pants, and preppy-meets-soft-boy knitwear in a rainbow of colours that you’ll be desperate to add to your autumn-winter rotation. See how Don Toliver styled the collection below in a shoot in collaboration with THE FACE.

The collection is exclusively available at bbci​ce​cream​.eu, with further stockists, globally from mid-November 2021.


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