ICECREAM Sale

Billionaire Boys Club and ICECREAM have been worn by a wide range of artists and athletes, with the brand's roots in music culture through Pharrell's own profile. Rappers, NBA players and UK grime and drill artists have all been spotted in BBC and ICECREAM pieces. The brand's visibility in music videos and on social media has driven much of its streetwear credibility.

Pharrell Williams remains a co-founder and ongoing creative presence behind Billionaire Boys Club and the ICECREAM label. The brand continues to release active seasonal collections under his direction. BBC and ICECREAM are both still trading, with new drops available through official stockists in the UK.

ICECREAM garments are designed and produced under the Billionaire Boys Club label, co-founded by Pharrell Williams and Japanese streetwear designer Nigo. Collections are released seasonally and sold through authorised retailers across the UK, US, Europe and Japan. The brand handles its own creative direction in-house.

ICECREAM occupies the premium streetwear tier rather than traditional luxury. T-shirts are priced around £45–£50 and hoodies reach £115–£120 at full retail, placing the brand well above high street but below heritage luxury houses. The limited-run graphics and association with Pharrell Williams give it a cultural cachet that commands that positioning.

ICECREAM is co-owned by Pharrell Williams and Nigo, who co-founded the Billionaire Boys Club label in 2003. ICECREAM operates as a sub-label within the BBC group, with Pharrell remaining a key creative figure in the brand's direction. The label is distributed globally through select retailers and its own channels.