Pharrell Williams’ hip skate brand ICECREAM – an offshoot of his iconic label Billionaire Boys Club – has announced its partnership with rising artist Smino, for an exclusive launch of the ICECREAM x Zero Fatigue collection.
The co-designed collab includes a t-shirt, hoodie, and trucker hat that features the classic “ICECREAM” graphic decal updated with an animated white and brown cone, teal crossbones, and cherry red eyes . Each ready-to-wear item comes in a stonewashed chocolate brown colourway, while the trucker hat comes in a tan color that also features the animated graphics.
Speaking about the collaboration, Smino – one of the brand’s early supporters – shared an emphatic quip, saying, “Chocolate ice cream, on God.” And to celebrate the launch, he and the brand will also be collaborating with Amazon Music’s “Rotation” platform to host a “mobile merchandising and ice cream truck” in New York City on July 14.
To help promote the collaboration and Smino’s new album, Luv 4 Rentthe mobile truck will travel through New York and make its final stop at the BBC Soho flagship store, where Smino will be on hand to welcome fans and supporters of the brand.
The new ICECREAM x Zero Fatigue collection will be available for pre-sale via the BBC Soho flagship store and mobile truck on July 14, with sales opening worldwide on July 15 on the Zero Fatigue and Amazon websites.
In other fashion collab news, athlete-favorite denim brand MONFRÈRE has released an exclusive new collab.