Brand Focus: BBC Icecream
Finding its earliest origins in 2005 as the more youth-focused arm of Billionaire Boys Club, BBC Icecream has gone from strength to strength with their unique blend of streetwear and skateboarding aesthetics. Initially pitched to be purely a footwear brand, streetwear icon Nigo eventually persuaded founder Pharrell that limiting the brand in this way would be a waste; the development of a line of apparel alongside would not only be prudent from a business perspective but also allow for a further creative outlet.
A restrictive business structure meant the first few collections saw a large amount of crossover between Icecream and Billionaire Boys Club in terms of price range, despite the former being targeted at a largely different demographic. While Billionaire Boys Club aimed at a purely fashion-centric consumer, Icecream targeted younger people interested in both fashion and the skateboarding scene and was struggling to compete with the lower prices in the existing market. Modifications were made to the manufacturing process, allowing Icecream to not only compete with some of the biggest existing names but surpass them and become one of the leading brands in the sector.
As each season and collection passed, the two labels began to forge their own identities and find their natural position in the market. Icecream's fusing of different styles, a refusal to compromise their creativity and the popularity that ensued as a result is often credited with the rise of the "skurban" (A combination of skating and urban) aesthetic that has since become commonplace in both sports shops and boutiques. Countless brands, designers and consumers have been inspired to craft new looks that are progressive, unique and far more suited to them.
