The gospel of Pharrell Williams has spread throughout pop music, music videos and even commercials, so it was only inevitable that he’d join the legions of his hip-hop peers and enter the world of fashion.
On Thursday Pharrell announced the launch of two new apparel ventures in partnership with Reebok — Ice Cream, a collection of men’s and women’s footwear, and Billionaire Boys Club, a men’s clothing collection.
“I’ve always wanted to do more than music, and now I’ll be able to explore the world of fashion by designing my style of clothes and sneakers,” Pharrell said in a statement.
The lines will launch next summer and, at least initially, feature a select run of five or six items available only in high-end boutiques and better department stores, according to Todd Krinsky, vice president of Reebok’s RbK division.
Billionaire Boys Club T-shirts made brief appearances in the video for Pharrell’s “Frontin’ ” and onstage during recent shows by his band N.E.R.D. The line will offer T-shirts, athletic clothing, jeans and button-down shirts. Pharrell will help design pieces for both lines, as will Nigo, a renowned Japanese artist who also runs the boutique clothing brand A Bathing Ape.
“Pharrell’s a reflection of that hybrid youth culture,” Krinsky said. “He represents a lot of different people — skate to street to hip-hop. One day he’s producing Jay-Z, the next he’s working with No Doubt. He speaks to youth culture in a real way for this generation.”
Reebok seems to enjoy the company of hip-hop artists. They already have relationships with Jay-Z and 50 Cent for the S. Carter Collection and G-Unit Collection footwear lines.