Since 2003, Billionaire Boys Club has been doing its own thing—and doing it well. The brand was founded by Pharrell Williams and NIGO®, two visionaries who took their love for fashion, music, and design and turned it into something entirely fresh. With bold graphics, playful space themes, and a clear creative vision, BBC has always stood out—and over two decades later, it's still doing exactly that.

Origins: A New Kind of Fashion Movement

Back in the early 2000s, Pharrell was already shaping culture with his sound, but he wanted to do the same with clothing. So he teamed up with NIGO®, the creator of A Bathing Ape, and together they launched Billionaire Boys Club. The idea? Create something imaginative, forward-thinking, and entirely their own.

While the rest of the fashion world was playing it safe with minimalism, BBC was going in the opposite direction—bright colors, standout prints, and that now-iconic astronaut logo. It wasn’t just about looking good—it was about standing for something: creativity, curiosity, and self-expression.

Introducing ICECREAM: BBC’s Playful Counterpart

Not long after launching Billionaire Boys Club, Pharrell and NIGO introduced ICECREAM, a sub-label that embraced a more vibrant, rebellious energy. Where BBC leaned into futuristic themes and refined silhouettes, ICECREAM was rooted in motion, color, and personality—taking inspiration from skate culture, animation, and early 2000s irreverence.

The name alone hinted at a carefree attitude, and the graphics followed suit: melting ice cream cones, running dogs, sprinkles, and wild color-blocking. It was fun, bold, and made to stand out. But just like BBC, ICECREAM emphasized quality and attention to detail—something often overlooked in other graphic-driven brands at the time.

Over the years, ICECREAM has grown beyond its origins, evolving from playful skatewear into a more rounded offering with knitwear, jackets, and experimental silhouettes, all while keeping its signature lighthearted tone. Today, it continues to complement BBC by offering a more youthful, energetic perspective within the same universe of creativity and design.

What Makes BBC Timeless

Part of what makes Billionaire Boys Club so timeless is that it doesn’t follow a formula. Every drop tells a story—whether it's inspired by sci-fi, nostalgia, or something completely unexpected. The graphics are bold, the silhouettes are solid, and everything feels like it was made with intention.

It also helps that the brand has a mantra that sticks: “Wealth is of the heart and mind, not the pocket.” That mindset has always resonated, especially with people who value individuality over hype.