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Tapping Cactus Jack-signed American rapper Don Toliver for its debut campaign Billionaires Boys Club EU has officially unveiled the first collection from its skate-centric sub-label ICECREAM EU

Originating as a subsidiary of artist Pharell Williams and A Bathing Ape creator NIGO’s Billionaire Boys Club, ICECREAM has become renowned for its ability to fuse luxury cues with skate culture through the iconoclastic mind of “Skateboard P”. Arguably the first of its kind, the brand’s original use of dollar sign-graphics, diamonds, and beepers was later translated into all-over print designs that would be seen in streetwear henceforth. 

Boasting an eclectic mix of vintage Americana styles and mid-century youth culture references, the collection comprises a selection of iconic pieces — including the Running Dog denim pants and the varsity letterman jacket — which pay homage to ICECREAM’s skate-centric DNA. Elsewhere, knitwear pieces echo the preppy-inspired moniker of BBC and ICECREAM “wealth is of the heart and mind”.

You can cop ICECREAM EU’s capsule collection now via the brand’s web store. Get a closer look at selects from the collection lookbook below.bbc-icecream-1bbc-icecream-2bbc-icecream-3bbc-icecream-4bbc-icecream-5bbc-icecream-6