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FLAT LAY

CULT BRAND: BILLIONAIRE BOYS CLUB

Since its inception in 2005, Billionaire Boys Club has been a hit with streetwear aficionados the world over. Maker of fresh tees, graphic-print sweatshirts and techy jackets, its limited-edition lines frequently sell out in next to no time. Here’s the story of the streetwear stalwart.

Cult Brand: Billionaire Boys Club | ASOS Style Feed

The American-Japanese brand is the brainchild of multi-talented musician Pharrell Williams and fashion designer/DJ/producer Nigo, who founded the much-hyped label A Bathing Ape (or BAPE). The two also launched Ice Cream together, another premium streetwear label with a similar aesthetic to Billionaire Boys Club. With stores in London, New York and Japan, it’s the brand’s rarity that makes it so appealing — its limited collections are highly sought after, and you can expect a lengthy line outside each shop.

Cult Brand: Billionaire Boys Club | ASOS Style Feed

Pictures: ASOS

In regard to design, Billionaire Boys Club has got all bases covered when it comes to staple streetwear. From camo-print T-shirts to logo-print hoodies and structured jackets, the label knows what’s up when it comes to eccentric bits of road-ready gear. For SS18, try teaming an illustrated tee from the brand with one of its standout coach jackets; go for skater jeans and minimal kicks down low to nail this season’s aesthetic.

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