Icecream, which was founded by Pharrell Williams and Tomoaki Nagao, better known as Nigo, in 2005, the same year they started Billionaire Boys Club, is back but with a sleeker, more elevated aesthetic.
Williams, who still owns the brand, and his team took into account how luxury and streetwear are commingling and brought on Matthew Chevallard, the founder of Del Toro, to design the collection, which will be released as mini capsules throughout the year. The Icecream sneakers were originally produced by Reebok.
“We wanted to pay homage to what Pharrell and Nigo created but bring it up to date,” said Chevallard. “We think this can sit alongside brands like Off White, Gucci and Palm Angels. We are also seeing consumers buying more luxury tchotchkes and collector’s items so that will be included in the line.”
First up is a capsule that harkens back to Icecream’s diamond and dollars print. The assortment includes a made-in-Italy sneaker with leather laces, a leather-wrapped sole and a gel bottom, a velour slip-on sneaker, suede slides and a trucker hat. The line retails from $195 for the slides to R$350 for the sneakers. The footwear will be sold in clear, acrylic boxes covered with the Icecream logo.