Pharrell Williams’ Ice Cream Brand Goes to TV

Article written by: SoJones Asmara
Posted on: June 10, 2009

Grammy Award winner MC / producer / streetwear designer, Pharrell Williams, is known for his excellent designs for labels Billionaire Boys Club and Ice Cream shoe line. In a recent interview with the Associated Press, Pharrell mentioned his intention to expand Ice Cream to as far as putting them on TV. Here’s an excerpt of the interview:

Q: You’re still doing your clothing line, Billionaire Boys Club, and your Ice Cream shoe line. Do you have new designs for either in the works?

A: We do new designs every quarter. Ice Cream is expanding. We’re developing a TV show around it, actually. I can’t speak about it too much because we haven’t begun shooting yet, and they would kill me if they knew I was letting the cat out of the bag.

Q: Billionaire Boys Club is known as a luxury brand. How’s it holding up in the recession?

A: Billionaire Boys Club is a lifestyle brand. Ice Cream is a little more affordable, but BBC is different. I created that brand because I had a lot of admiration for Ralph Lauren but I wanted to take that concept and pretend that Willy Wonka was the head designer. So it’s different, and the clothes are made in Japan, so there’s a price that goes along with that. Ice Cream, on the other hand, is like our silliness mixed with a huge, huge respect for skating and how I saw things when I was a kid. It’s kind of like me making the clothes I never got to have when I was 15.

This is not Pharrell’s first breakthrough in his label. Last year he partnered up with Bionic Yarn, a textile firm from New York City, which is dedicated to developing sustainable fabrics. The company engineers and manufacture premium yarns and fabrics made from recycled plastic bottles.

Earlier this year, Pharrell also expanded the Ice Cream line into computer laptop sleeves. Looks like 2009 is going to be a busy year for the BBC/Ice Cream family.