Today marks Billionaire Boys Club EU officially becoming the premium tier within the Billionaire Boys Club / ICECREAM universe. 
By creating the distinct Billionaire Boys Club EU entity, the EU team has the autonomy to continue to push boundaries and evolve the brand for Europe.
The success of Billionaire Boys Club EU has proven the value of having a team closely connected to European cultural scenes, led by Craig Ford [CEO of Billionaire Boys Club EU] and Ross Westland [Creative Director], that can create premium collections and collaborations. The brand remains committed to embracing originality, creativity and self-expression, and the EU team has been entrusted with delivering premium collections and exclusive collaborations that are aligned to the demands of the European market.
"When we launched the brand, BBC/ICECREAM always had great representation within Europe, and this has grown even stronger over the last 5 years with the development of Billionaire Boys Club EU. I visited the showroom in Paris last year and was blown away with the quality and execution of the EU collections. I’m humbled to officially announce that Billionaire Boys Club EU is the premium tier within the BBC/ICECREAM Universe.” -Pharrell Williams
Craig Ford, CEO of Billionaire Boys Club EU, believes that this move will drive International growth for the brand and ensure that it remains at the forefront of popular culture: “Despite initiating and executing our own collections, we’ll remain an authentic incarnation of the brands’ original vision and we’ll continue to push it forward, with a focus upon high level fabrication and an ever evolving product range.”
The first collection to be released from Billionaire Boys Club EU is Spring 2020, available in stores this month. All Billionaire Boys Club EU product will be easily identified via purple brand signature labels inside each garment.
BBC ICECREAM US and JP will continue to offer apparel, accessories, footwear, home-goods and more, incorporating staple BBC ICECREAM style.
View the BBC EU Spring 2020 Look Book below
Back to blog