As a world renowned trendsetter, Pharrell Williams cannot be put in one category. Rather, the young star is a fusion of all that is cool in modern youth culture. Pharrell is one half of the famed production team #'The Neptunes,'' member of the band N.E.R.D, solo artist and CEO of Star Trak recording label. And now, add fashion entrepreneur to the list. Today, Pharrell and Reebok announce a long- term licensing partnership that includes a collection of men's and women's Rbk footwear coined #'Ice Cream'' and a men's apparel collection called “Billionaire's Boys Club.”
Featuring cool, cutting-edge looks for the fashion savvy consumer, the footwear and apparel collections will reflect Pharrell's unique style and flavor. The initial launch of the collections next summer will be a limited distribution, available only in select high-end boutiques and better department stores worldwide. Pharrell and Reebok are currently developing an integrated global marketing and grassroots campaign to promote #'Ice Cream'' and the #'Billionaire's Boys Club.''
Known for singing falsetto hooks for rap icons such as Jay-Z and Snoop Dogg, Pharrell has had success across the board in pop, rock, R&B and hip-hop. A six-time 2004 Grammy nominee, Pharrell has recorded chart-topping songs such as Beautiful and Excuse Me Miss, supplied beats for stars such as Nelly and Justin Timberlake, and produced acts such as Kelis' billboard-leading song Milkshake.
#'I'm excited to be combining my creativity and vision with Reebok,'' said Pharrell. #'I've always wanted to do more than music, and now I'll be able to explore the world of fashion by designing my style of clothes and sneakers.''
The #'Billionaire's Boys Club'' and #'Ice Cream'' collections will be created in collaboration with one of today's hottest global designers, Nigo. Nigo is best known for his “A Bathing Ape” apparel line. The “Billionaire's Boys Club” apparel line will include, among other athletic lifestyle looks, jeans and button-down shirts. The “Ice Cream” footwear collection will take inspiration from urban culture as well as alternative sports such as skateboarding to create an athletic look and fun style.
#'Reebok's licensing partnership with Pharrell will enable us to reach a new cross section of consumers,'' said Todd Krinsky, vice president of Rbk. #'Pharrell's collections will fuse skate, hip-hop and alternative rock global youth cultures to reach a broader audience across all musical genres.''
Pharrell and his partner Chad Hugo met in high school in Virginia Beach, Virginia and produced nine top ten hits in only two years. In addition to being one of the world's most revered producers, Pharrell is a member of the rock/hip-hop band N.E.R.D., whose debut album In Search Of … , was one of the most critically acclaimed records of 2001. N.E.R.D.'s highly anticipated second album Fly Or Die will launch in March 2004.
Reebok International Ltd. (NYSE: RBK – News), headquartered in Canton, MA., is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport and Greg Norman brands and footwear under the Polo Ralph Lauren brand. Sales for 2002 totaled approximately $3.1 billion. Reebok can be accessed on the World Wide Web at www.reebok.com.