In 2003, Pharrell Williams partnered with fashion designer and A Bathing Ape creator, NIGO, in Japan, where they teamed up with Japanese graphic designer, Sk8thing, to create the now globally recognised fashion brand, Billionaire Boys Club.
It was unveiled in Pharrell's 2003 "Frontin'" music video. In 2004, ICECREAM, originally a subsidiary of Billionaire Boys Club, unveiled its skate-centric footwear line. Popularizing the all-over print that would be imitated by numerous brands, ICECREAM graphics feature beepers, dollar signs and diamonds. A year later, Billionaire Boys Club branched out from its online origin, setting up a store in Tokyo, Japan and later expanding to New York and London.
Further expanding Billionaire Girls Club, a sister brand for the female consumer interested in sportswear, launched in 2011. Shortly after, Bee Line, a high-end facet of Billionaire Boys Club, launched in 2012.
In August 2011 rapper Jay-Z, a frequent collaborator of Pharrell, partnered with the Billionaire Boys Club line. Later the rapper, through a joint venture with Iconix, invested in the brand. The following year BBC recorded high $25 million to $30 million in volume, up from $12 million. Pharrell reacquired Iconix's stake in the business in 2017.