One of Pharrell Williams’ earliest triumphs in the sneaker world is making a comeback in a big way.
Founded in 2004, Ice Cream was originally a subsidiary of Billionaire Boys Club. Under the direction of Williams and streetwear legend and Bape founder Nigo, the skate-centric brand went on to have a successful run throughout the mid 2000s with its unique graphics, vibrant color palettes, and the co-sign of Pharrell and friends.
Along with a series of similarly styled hoodies, the line was known for its sneakers, which included models dressed in signature all-over patterns and packaged in logo-covered boxes that retailed at $200, as well as two variations of the more affordable Board Flip ($75) that were made in partnership with Reebok and worn by Ice Cream skate team members like Terry Kennedy and Jimmy Gorecki.
After being dormant for the past eight years, Ice Cream sneakers are being revamped under the direction of Matthew Chevallard with Ice Cream “Made in Italy.” The 32-year old was the founder of Del Toro—another handmade Italian shoe company he operated for 13 years before taking over his new day-to-day role at BBC/Ice Cream. Despite Pharrell and his partners reacquiring ownership of the BBC/Ice Cream brand back in 2016 after some time away, Chevallard is at the helm of this new extension of the label. He hopes the handcrafted, albeit more expensive line will be a welcome addition to style’s current landscape that sees the line between streetwear and high fashion blurred more than ever before.