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Williams added, “It also allows our partners to be more in tune with their markets by producing collections more tailored to their customers.”īBC U.S. It’s something we’re still developing and working on,” said Villepontoux. collection so we decided as a group it was better to officially separate the brands and give the EU a ‘purple label’ treatment. “It would almost be sabotage for me to make them pull it all the way back to match the U.S. Pieces in the collection also sport a seasonal camo that has a slightly tribal pattern. The spring collection for BBC EU, which was inspired by Codetalkers, the Navajo efforts in World War II, feature military-inspired multipocket jackets and outerwear, denim jackets that nod to Levi’s Type 2 trucker jacket, and a C-1 survival vest. The distributions are just licenses, so we still own all of the brands.” we’re in better streetwear boutiques and sneaker stores. “They do a lot more department store business and high-end department stores and they’re also in high-end boutiques, while here in the U.S. “Their distribution is much different than the U.S.,” said Villepontoux. This proved difficult because the EU and Japan businesses developed their own offerings.
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When Williams took full control of BBC and Icecream from Iconix and Jay-Z in late 2016, he planned to unify the offerings of the three distribution channels in the U.S., EU and Japan that were working independently at that time.
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brand in 2004 (Williams partnered with the distributors through Bape), and U.K.-based fashion distributor A Number of Names took over the EU license in 2015. Iconix Brand Group at the time owned the rights to Rocawear, which it acquired from Jay-Z for $204 million in 2007.īBC EU and Japan launched alongside the U.S. Williams sold a 50 percent stake in the company to Jay-Z’s Rocawear in 2011 to license and distribute Billionaire Boys Club. Nigo also produced apparel for BBC and Icecream, which featured BBC and Icecream branding on products with Bape tags. He also has ongoing relationships with Chanel and Adidas. “We had our core art done within 48 hours,” said Loic Villepontoux, general manager of Billionaire Boys Club, who has worked with Williams in and out of music for 20 years and facilitated projects with Nike and Rizzoli. This led to the Japanese creative and his longtime collaborator, Japanese graphic designer Skate Thing, creating artwork for the brand, including the “original curve logo” and “the standing astronaut.” A fan of the brand of A Bathing Ape, Williams met with that brand’s founder, Nigo, and started discussing BBC and Icecream with him. Williams launched Billionaire Boys Club and Icecream in 2004. Ford said, “Despite initiating and executing our own collections we’ll remain an authentic incarnation of the brands’ original vision and we’ll continue to push it forward, with a focus upon high-level fabrication and an ever-evolving product range.”