Introducing our New mobile App, a seamless way to shop the latest in fashion, footwear, and lifestyle.
FEATURE is home to over 150 of the most exclusive and sought-after brands, including Nike, adidas Originals, Stüssy, Stone Island, Comme des Garcons, and more. Along with our name brands, we also stock our own private in-house label that features a selection of ready-to-wear apparel and graphics that encompass our mantra: ‘All Things Good.’ Join the FEATURE Family today to stay up to date on the latest collections, sneaker releases, and more, all within our app.
ICECREAM, found in 2004, is a subsidiary of Billionaire Boys Club. Billionaire Boys Club was originally founded in 2003 by Pharrell Williams and NIGO, and has since become a staple in the fashion and music industry with its iconic arch logo and astronaut mascot. NIGO is an iconic designer most well known for founding Japanese labels, A Bathing Ape and Human Made. While Pharrell Williams has solidified his space in the music industry and is known for being an American rapper, songwriter, music producer and fashion designer. The two iconic legends joined forces to create a new and unique spin on the classic streetwear styles.
Similar to Billionaire Boys Club, the brand is known for its loud, vibrant colors, bold graphics and all-over prints. The collections often utilize ice cream graphics and other light hearted designs from diamonds to money signs. The collection focuses on men’s streetwear vibes and highlights graphic t-shirts and hoodies.
Back in 2004, Pharrell rapped about the brand in Snoop Dog’s hit song “Drop it Like It’s Hot” when the brand made its debut. Since then, the brand has played a significant role in hip hop and pop culture and maintained its relevance as a staple streetwear brand.