Who started it: Pharrell
Circa: Mid-2000s 

Pharrell's obssession with Japanese brands like A Bathing Ape and friendship with founder Nigo brought the new wave of streetwear to the forefront, all-over print hoodies were worn with graphic tees and dark kicks were overlooked in favor of patent leather Bapestas and his own brand of colorful Ice Cream sneakers. It was a natural progression from Cam'ron's colorful style, and one of the most memorable eras of Pharrell's style evolution.