Billionaire Boys Club, founded by Pharrell Williams, is a globally recognized clothing and accessories brand whose blend of streetwear and luxury has influenced countless pockets of fashion, music, design and culture. As the company has morphed to continually lead and define fashion, its aspirational motto highlights a brand perpetually focused more on an embrace of originality and self than the direct financial realities of its name: "Wealth is of the heart and mind, not the pocket."
The SS18 collection plays on a theme of past generations, who much like the youth of today, demanded cultural and social change by rejecting the conformist values of a Cold War America. Throughout the 60’s curious youth were making the pilgrimage West to “Turn on, tune in and drop out”, with psychedelic groups forming in every major city and music both popular and sub-culturally boomed.
The popularity of LSD throughout the hippie movement allowed for alternative avenues for reaching ‘space’ through the chemical expansion of the mind, an influence that can be found throughout the collection in Brain Scan imagery, Alpha & Omega motifs and Baja inspired weaving.
Souvenir patches, stencil printed artwork and workwear style pieces give a nod to the celebrated astronauts of the time, while allover Rose print graphics and embroidery adorns military styled pieces as an ‘anti-combat’ uniform, promoting love as the antidote to social discord. 60’s Psychedelia takes the form of bleaching and tie die mixed with iridescent nylon while custom peyote artwork is interlaced with classic BBC iconography.
The Spring 18 collection will be available at the London flagship store and available online soon at- https://bbcicecream.eu/