ICECREAM IS HERE: MEET STREETWEAR’S SWEETEST DROP

ICECREAM has officially landed. The brainchild of Pharrell Williams and NIGO (the mastermind behind A Bathing Ape and its sibling AAPE by A Bathing Ape), this cult-favourite label is an offshoot of Billionaire Boys Club – and it’s taking the streets by storm. Rooted in Japanese skate culture and infused with LA hip-hop energy, each piece brings a bold, playful edge to everyday style. Before you fill your basket (and your wardrobe), here’s a taste of your new favourite drop.

ICECREAM made its name with technicolour designs and statement branding, and its knitwear doesn’t disappoint. Forget understated cardigans – these pieces bring pastel hues, bold embroidery and plenty of personality. Grandad’s jumper? Far from it.

Nothing channels ICECREAM’s skate heritage like its signature trousers. Heavyweight cotton and a structured fit make them as durable as they are stylish, and the embroidered ice cream details are a welcome touch. Available in a range of neutral shades, these were built for kickflips, coffee runs and everything in between.

When Sam Fender pulled this out at the BRITs, we knew he was a real one. ICECREAM nails workwear-inspired outerwear, blending utility with effortless cool. Signature logo detailing is just the cherry on top. We can see why these jackets are a go-to for industry icons.

2025 is all about preppy staples, but ICECREAM already knew that. The brand's varsity jackets mix candy-coloured cotton with bold lettering, thick piping and quilted textures. The result? A delicious statement piece that’s equal parts nostalgia and new-wave streetwear.

ICECREAM brings the same level of craftsmanship to its basics. Think heavyweight cotton, a relaxed boxy fit and graphics that range from their iconic Running Dog logo to tongue-in-cheek, food-inspired designs. Everyone will be asking where you got them. Ready to stock up?