For over a decade, the Billionaire Boys Club and Icecream Paris Men’s Fashion Week showroom has functioned as the central hub of luxury streetwear within Paris Men’s Fashion Week. In January 2026, that position came into focus through an archive-led presentation of one of Icecream’s most defining silhouettes, the Reebok x Icecream Board Flip.

More than twenty years after setting the standard for luxury skate footwear, Icecream returned to the Board Flip as a statement of continuity. Contemporary interpretations, including the recent collaboration with Don Toliver and Reebok, reaffirmed the model’s position within modern luxury sneaker culture while remaining anchored to the era and ethos that Icecream established at the outset.

The archive brought together mixed leather and suede Board Flip samples in unreleased colorways, quietly framing how the silhouette may be shaped in 2026. Introduced first through a private friends and family preview on January 22nd, the presentation drew figures from the luxury sneaker, music, sports, and cultural landscape, including sneaker designer Jae Tips, Dennis Mazur of Sneaker News, NFL player Denzel Ward, and artists MAVI, Shallipopi, Unknown T, and Kerchak.

The archive opened to the public from January 23rd through January 24th from 10am to 6pm, and January 25th from 10am to 5pm, inviting a wider audience to engage with the Board Flip’s past and future within the broader context of Paris Men’s Fashion Week.

Surrounding the archive, the showroom previewed upcoming Billionaire Boys Club and Icecream EU collections. New silhouettes and refined constructions expanded the brands’ design vocabulary, including a racing-inspired windbreaker, a fur-trimmed jacket, considered tailored knit sets, and updated interpretations of Icecream’s signature denim.

January 2026 also marked the continued evolution of Icecream’s women’s offering. One year after introducing its first women’s collection during January 2025 Men’s Paris Fashion Week, the label returned with a second collection that built upon the foundation of tailored women’s streetwear. New silhouettes and refined proportions expanded the range, anchored by a women’s jersey inspired by the bespoke BBCICECREAM EU capsule worn by Billie Eilish during her Hit Me Hard and Soft World Tour.

In an era defined by speed and spectacle, the showroom reaffirmed a quieter truth: clothing remains the most enduring way a brand engages with culture. Through archive and future-facing design, Billionaire Boys Club & Icecream continues to convey its point of view not through explanation, but through form, material, and wear. The Board Flip stands as proof that when a language is established with clarity, it does not need to be reintroduced, only continued.