LONDON, 15th April 2025: Today, ASOS, the go-to destination for fashion-loving 20-somethings, has launched Pharrell Williams’ label ICECREAM, expanding its streetwear brand offering.

Available globally, ICECREAM launches on ASOS with 24 options across tees, denim and outerwear. This includes products from the brand’s SS25 campaign from leopard print to neon graphic prints driven by the iconic running dog logo.

Founded by musician Pharrell Williams and Japanese fashion designer NIGO, ICECREAM is a vibrant extension of Billionaire Boys Club, which the duo launched in 2003. Boasting '90s skate aesthetics – and taking inspiration from Pharrell’s musical background – this retro-looking brand is underpinned by vibrant colours and playful prints. With its own identity that celebrates self-expression and individuality, ICECREAM takes premium statement dressing to a whole new level.

Shazmeen Malik, Brands Director at ASOS said: “Onboarding a brand like ICECREAM is an exciting moment for us! Not only does it have cult status amongst streetwear fans, but it also confirms how strong our presence is in this category. Launching ICECREAM shows that streetwear is a space ASOS is truly dominating in.”

The launch of ICECREAM follows the onboarding of CAT WWR London on ASOS last week with 25 options including new season denim, chore jackets, and jorts. The brands allow ASOS to offer customers the most relevant streetwear labels.

Ice Cream is now available to shop at ASOS.com. 

About ASOS

Founded in 2000, ASOS has 20m active customers in over 200 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be. 

About Ice Cream

Cooler-than-cool sibling to Billionaire Boys Club, ICECREAM was founded by Pharrell Williams and NIGO. Used as a platform to champion skate culture and support underrepresented talent on and off the board, the brand delivers bold graphics and playful motifs. Expect to scroll premium streetwear pieces including T-shirts, sweatshirts, varsity-style jackets, trousers and more. Scoop up your favourites from our ICECREAM at ASOS edit – we’ll be wearing ours on repeat.