Marking the start of the decade with a strong stride, Billionaire Boys Club EU announce themselves as a standalone brand.
From inception, Pharrell Williams' BBC/ICE CREAM brand has maintained a strong presence across Europe, with deep roots extending through music, fashion, design, and culture. Instantly recognisable by its signature camouflages and iconic astronaut motif, the brand has grown to and maintained a global presence in its 15-year lifespan.
Within the brand's universe, Billionaire Boys Club EU has flourished due to its proximity to European cultural scenes, pushing the brand's signature style to a premium level. Led by CEO Craig Ford and Creative Director Ross Westland, BBC EU has been entrusted to continue to push the envelope of the brand's signature authenticity and originality through a premium European lens.
Speaking about the creation of the Billionaire Boys Club EU brand, Pharrell Williams commented: "When we launched the brand, BBC/ICECREAM always had great representation within Europe, and this has grown even stronger over the last five years with the development of Billionaire Boys Club EU. I visited the showroom in Paris last year and was blown away with the quality and execution of the EU collections. I told my team, 'We need to call this BBC EU and segment it from the US line.' I'm humbled to officially announce that Billionaire Boys Club EU is the premium tier within the BBC/ICECREAM Universe."
Eyeball the Billionaire Boys Club EU Spring/Summer 2020 collection in the lookbook video above, and hit their online store to shop the line now.