In 2005, Pharrell Williams, one half of The Neptunes partnered with Japan's fashion icon Nigo, the founder of A Bathing Ape (BAPE). The two collaborated to create and launch two new premium streetwear brands: Billionaire Boys Club and Ice Cream. 

The lines consist of T-shirts, polos, sweatshirts, knits, denim, suits and shirts; outerwear in leather, down, cotton, and technical fabrics; hats, sneakers, underwear, socks and accessories.