Pharrell Williams brand launches his made in Italy sneakers to take on luxury giants

Billionaire Boys Club, a brand founded by pop star Pharrell Williams together with fashion designer Nagao, launched its maiden collection of high-end sneakers. The name of the collection discloses its quality: Icecream Made in Italy. The capsule collection presents three tints, which apply to 30 different models, with leather shoelaces and rubber soles, covered with leather as well. At the moment the only available sizes are the ones for men, though they are due to place soon on the market sizes for women as well. On top of that, they are also planning to create other product lines, still made in Italy. As for the price, it ranges from 195 to 350 US dollars: the most expensive model is covered with diamond prints, which are the symbol of the brand. The author of the product line is fashion designer Matthew Chevallard (founder of Del Toro), who claims “he will manage to take on Gucci, Off White and Palm Angels. As a matter of fact, clients more and more willingly buy luxury items”.


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