Two labels, one shared spirit

Billionaire Boys Club landed in 2003, with Nigo on board from the off. Ice Cream, its little sister focused on footwear, arrived just after. What ties the two together? A classic streetwear silhouette — thick fleece, generous drape, relaxed cut — woken up by a deliberately childlike screen print: dollar signs, diamonds, stars, teddy bears, multicoloured striped polos. Plenty to carry a statement piece without trying too hard.

That mismatch is the whole charm of these two labels. A hip-hop attitude carried by prints that wouldn't dream of taking the cut too seriously. In practice it works beautifully, as long as you get the balance right: a full look is too much, but one strong piece over a neutral bottom, with just enough layering, and the outfit stands up on its own.

On materials, it's traditional cotton and fleece, sometimes smooth, sometimes brushed. Nothing technical going on — the graphics do all the work. Check the composition label and you won't find any clever fabric innovation. Worth knowing before you fall for it.

Pastel-coloured trainers worn with dark wide-leg trousers, low framing on a pavement

Where the brands are now

Pharrell hasn't stayed in his own lane. Since 2023 he's been leading menswear design at Louis Vuitton, while Nigo took the artistic director role at Kenzo back in 2021. Neither original label has shut up shop: they keep dropping new releases, with archive pieces returning on the regular — the ice creams, the teddy bears, that instantly recognisable dollar iconography.

In the UK, distribution remains niche. Dedicated stores are few and far between — the closest flagship sits in Paris (16 rue de la Verrerie) — alongside a handful of carefully curated concept stores, and above all ordering online through bbcicecream.com. One word of warning: the marketplaces are crawling with counterfeits. A badly stitched label, a logo that bleeds, and it's game over.

On the eco front, there's nothing shining to report. No certification such as GOTS, organic cotton or recycled fibres is flagged on the product pages. So you're looking at a conventional purchase, with no environmental credentials on display. If that matters to you, second-hand reshuffles the deck: same style, a noticeably lighter footprint, and sometimes the chance to track down an archived piece you won't find anywhere else.

Accessorising without overloading

A strong print needs room to breathe. Take your BBC or Ice Cream piece, pair it with raw denim or plain wide-leg trousers, and stop there. A discreet cap, a pair of understated trainers, and the look holds.

Stacking three logos is the quickest way to drown the piece in the crowd. The kind of detail that makes all the difference between a look that's under control and a silhouette that shouts.

Before buying a printed piece, check the cotton density (the gsm) and how sharp the screen print is. On an overly light sweatshirt, the print will crack after the first wash. Wash cold, inside out, and air dry.

Budget

Prices vary by model, collection and rarity. Rough UK equivalents:

  • Printed T-shirt: around £45 to £70
  • Sweatshirt or hoodie: around £95 to £170
  • Jacket or puffer: around £215 to £430
  • Ice Cream footwear: around £80 to £155
  • Second-hand (Vinted, Grailed, StockX): around £18 to £130 depending on condition and rarity

Where to find them: the official site bbcicecream.com remains the benchmark, plus a few concept stores and the second-hand platforms. Prices climb quickly on archived models and collaborations.

Sources