A label originally derived from the creative minds of Pharrell Williams and NIGO, the label has (alongside their other label Billionaire Boys Club) become a major player in the global streetwear game under the guise of Westland – which is no surprise, really.
Officially unveiled to the European market last year, ICECREAM EU teamed up with Don Toliver who fronted a campaign that paid homage to the brand’s early noughties roots.
One year on, and BBC ICECREAM EU has teamed up with the American rapper for a debut collaboration, this time for a capsule which is set to be available exclusively via a London pop-up store on June 28.
Comprising just seven items co-designed by Westland and Toliver himself, the collection includes “Don Toliver Iced Cones & Bones” tees, three takes on a hoodie, a reworked version of the classic “ICECREAM Cones & Bones”, and a “Don Toliver Slab” tee.
Informed by its “Wealth is of the heart and mind” ethos, BBC ICECREAM EU is about presenting traditional brand garments – like the running dog denim pants and varsity letterman jackets – as well as fresh interpretation styles, like its preppy knitwear.
This release follows up Billionaire Boys Club EU’s Spring 2022 collection from earlier this year, which saw the brand enlist South London's Grammy Award-winning producer Venna to front the visuals.
BBC ICECREAM Pop-Up, Omni Gallery, 56-57 Eastcastle Street, London, W1W 8EG.