Billionaire Boys Club EU continues to demonstrate its tight proximity to the European music scene, enlisting UK-based artist Sam Wise to front the new BBC ICECREAM Pre-Fall 2022 lookbook.

Very few brands within the streetwear sphere can claim to hold footing in the global music sphere like the team behind Billionaire Boys Club Eu. It's a natural connection given Pharrell's role in giving the brand life.

Now, there's no denying that the States have a chokehold on music-related media; they're covering most of the magazines, doing the most press, the biggest partnerships, and so on. Across the UK and Europe, some of the world's most exciting talents have built cult followings that have given their names serious weight, and BBC EU has been pivotal in recognizing and celebrating this.

In the last two months, we've seen Billionaire Boys Club EU link up with everyone from Novelist to Venna and Sainte, spotlighting talents that may not hold the global recognition that their American counterparts do, yet hold weight within music and streetwear spaces this side of the pond.

Next in line is none other than South London's very own Sam Wise.

If you're unfamiliar with the rapper, I'd recommend taking the time to get to know his discography. Despite being only two albums deep, his catalog has back-to-back bangers, fuelled by a unique style and unfiltered delivery.

Fronting the BBC ICECREAM Pre-Fall 2022 collection, Sam Wise puts the focus on an array of colorful pieces, including staples like the College Hood, Dropped Cone T-shirt, College Sweatpants, Zebra Varsity Jacket, and Checker Knitted Vest.

While you bump Sam Wise's tunes, you can browse the full collection online and in-store at BBC ICECREAM London.

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