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Retail Spotlight: BBC/Ice Cream Gets Fresh For ’08

Photo: David Shadi Perez

There’s a feeling of emptiness in the spring and summer without Pharrell and the Neptunes. Since their dominance of 2005, that void from the VA superproducers has been filled by Pharrell’s budding clothing lines, Billionaire Boys Club and Ice Cream. Judging by the vibrant colors on the preppy polos, T-shirts, and boat shoes, the creative team led by Pharrell and Japanese design gurus Nigo and Skatething are primed for another run. Of course N.E.R.D.’s long-awaited follow-up to 2004’s Fly Or Die has something to do with it too. Hear about their 2008 plans and see their new product after the jump…

A BBC/Ice Cream rep recently had this to say:

“We can’t just sit back and rely on Pharrell and the Neptunes to have hot music on the radio to sell our clothes. So we just try to be in better stores, and have a full range of stuff to offer people, and be relevant in men’s wear. We started out with all-over print sweatshirts and graphic tees and now we’re doing leather jackets and serious denim pieces. We’re coming with the shoes—we just dropped our first boat shoes, in leather and canvas.”

“[Denim] is a big priority for us. All of us from the Japanese company to the American company, we’re all into vintage denim and old techniques in making denim. We make all of our denim in Japan because they have all the vintage looms over there now. We’ve had our manufacturers incorporate anitquated styles in our production. In the fall, we have some denim jackets that are modeled after the original denim jean jackets from the late 1800’s, and we’ve actually gotten the manufacturers to use the old techniques in [their] manufacturing. You can see it in the detail. We’ve got some really cool stuff coming up. [We’re] doing different stuff with the denim, Gore-Tex wind-stop stuff, and a different type of denim called wabash. That’s a predecessor to denim.”

See a gallery of new gear and a shot of the New York’s Ice Cream flagship below.