Collect Avios online with BILLIONAIRE BOYS CLUB

In April 2003, Pharrell Williams, the 10-time Grammy Winning producer, singer and fashion designer met with iconic streetwear mogul NIGO and luxury streetwear brand BILLIONAIRE BOYS CLUB was born.

The launch of ICECREAM came two years later, with sneakers originally made for skaters, as well as apparel and accessories.

Globally-recognised for creating a blend of streetwear and luxury that has influenced countless pockets of fashion, music, design and culture, BBC ICECREAM EU is the premium tier of BBCICECREAM Universe. The label has kept the original flavours from its origins, blending streetwear and luxury in a way that stays aspirational, inspiring and at the centre of the culture.