If it ain’t broke don’t fix it. In 2004, Pharrell used a similar strategy to debut ICECREAM as he did with Billionaire Boys Club in the “Frontin” music video just a year earlier. This time around though, in Snoop Dogg’s “Drop It Like It’s Hot,” video, as Pharrell rapped, “See these ice cubes, see these ICECREAMs,” you literally couldn’t. The ICECREAM sneakers on the Virginia multi-hyphenate’s feet were blurred and this created an insurmountable buzz.
ICECREAM, a subsidiary brand of Billionaire Boys Club, is renowned for its playful approach to streetwear utilizing loud, colorful designs, dog and ice cream graphics, and all-over prints. With ICECREAM Pharrell makes his mark as one of the most influential people in streetwear history.