Accompanying the relaunch of the new and improved Wish ATL, we are also releasing our collaborative capsule with Billionaire Boys Club. This is BBC’s first collection with a prominent entity in Atlanta so it was important to go classic by featuring the cult favorite “moon man” as well as “ATL” stylized with BBC’s popular font. Be sure to grab these when they release in-store Saturday August 22, 2020.
Circa 2003, Pharrell Williams traveled to Japan to partner with NIGO, fashion designer and creator of A Bathing Ape, as well as graphic designer Sk8thing to create what is now the world famous Billionaire Boys Club. The brand was also premiered in 2003 by Skateboard P in the “Frontin” music video . ICECREAM, initially a subsidiary of Billionaire Boys Club, released its footwear line in 2004. The following year, Billionaire Boys Club opened its first brick & mortar store in Tokyo, Japan, followed by stores in New York and London as well.
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.
Jay Z and lifelong friend Emory Jones embarked on Planes/Roc Nation apparel after recapping the success of Roc-A-Wear. Growing up Emory was always into fashion. To him it was a way to express his individuality in a world where everyone wants to be a clone. Going back to their teenage years, Emory’s his favorite pastime was shopping. Hov and their other friends would joke about him having a shopping addiction.
Emory had taken over and expanded the lifestyle division of Roc Nation. For him, merchandising the lifestyle was the next step in the natural progression of the business. The idea was create something that was elite in style and quality while still being more affordable than contemporary counterparts. Jones, joined forces with Mike “Upscale Vandal” Camargo, a former employee of Roc Nation, Billionaire Boys Club, and consultant for many major brands. Upscale Vandal assisted Emory in bringing his vision to life. Emory has taken the more organic approach with marketing the brand, not really leaning on seeding influencers, but relying on those that influence the influencers.
Ih Nom Uh Nit (innominate), which means “without name” is a ready-to-wear brand that has become a new cult favorite. The L.A. based brand has appeared on a myriad of celebs from Luka Sabbat to Janet Jackson. Chaz Jordan has created a brand that can do it all, from sweatsuits to sequin-embroidered gowns.
Chaz Jordan, founder of Ih Nom Uh Nit began his career in the fashion industry in 2011 during college. While in his junior year at the University of Illinois – Chicago, he met and ultimately ending up working for Virgil Abloh and Don C at their Chicago concept store, RSVP Gallery. This is where he launched his first successful apparel label, Au Courant, before moving to Paris, France. While in Paris he was able to find an atelier that educated him on the history of Parisian fashion and their savior faire. As his knowledge of the industry & skillset grew, so did his network and exposure.
Founder and Creative Director Jahleel Morris is socially known as Playhouse Jah. Born and raised in Stone Mountain his upbringing was very much Atlanta. From dirty south music (OutKast being his favorite group), buying Dickies and Girbauds at Metropolitan flea market, Black Santa Claus at South DeKalb to skating at Cascade, to working in Lenox mall he is truly of this city.
Known for “The Best Caps Out the South” Playhouse World is a lifestyle brand founded in Atlanta. Built on community using art, fashion, and cultural references to communicate to a wide demographic unifying them through worldly views.
HONOR THE GIFT
Russell Westbrook has over the years showed a strong passion for fashion & he embodies letting his clothes speak for his mood, so you know how he’s feeling before he says a word. His collections are defined by the environment that shaped him, the Inner City of Los Angeles. A harsh and unfair environment, but one that develops strength, leadership, focus, and self worth.
His brands focus for the first few drops have been capturing the raw point of view of Inner City Public School. Demonstrating the collection through a surveilled lens of the unfamiliar worlds of Public and Private School confronting one another. Embodying the affluent lifestyle of Private School. Demonstrating the collection through a refined take on the unfamiliar worlds of Public and Private School confronting one another.
London based designer Martine Rose’s self-titled label has become a stalwart in menswear since 2007. Particularly known for her peculiar approach to presenting collections, she’s done shows outside of the schedule in unconventional venues like marketplaces & rock climbing centers. She’s previously collaborated with Been Trill, Timberland, Nike & CAT, while expanding into womenswear.
Rose has been nominated for the heralded ANDAM prize for emerging designers as well as the LVMH Prize. In 2018, she was also nominated for the BFC’s British Designer of the Year for menswear.
Originally from Trenton, New Jersey, Anwar Carrots founded “Peas & Carrots International” in 2007. It began as an emerging streetwear brand & creative collective. Known for his dynamic approach to aesthetic, both in personal style and his creative output, Anwar has become an entrepreneurial leader of this new generation of Los Angeles creatives and fashion icons of street culture & music.
Always evolving, Anwar launched “Carrots by Anwar Carrots” in 2015.
This past week, streetwear industry leaders The Hundreds and Billionaire Boys Club collaborated on a T-shirt benefitting Black Lives Matter and Black Mental Health Alliance. Bobby Hundreds and Pharrell Williams, the creative geniuses behind the two brands, came together for an interview to discuss various topics impacting our current social climate. In the Q&A, Bobby interviews Pharrell about being a Black brand owner, mental health in the Black community, and the importance of sharing knowledge.
Browse through the excerpts below, and check out the entire interview here on The Hundreds’ website.
On launching Billionaire Boys Club as a Black man:
When I launched BBC [ICECREAM], I was a different person. My concerns were different, my thought process was different, my self awareness was premature. I considered myself a black man and making chess moves was enough at the time because that’s what the people I looked up to were doing. I was proud that they were black and I thought it was enough. Since then, I’ve educated myself and realized that would never be enough when the playing field was never leveled. It’s never been a leveled playing field since the beginning of time. It took traveling around the world and seeing what people go through to open my eyes and humble me and recognize how blessed I am. Aside from achieving, my biggest responsibility is to hold open the door and show the way for my own people… and to explain to those who have the power over these doors why they need to open their doors or not have them at all. With BBC, I always say ‘Wealth is of the heart and mind, not the pocket.’, but that wasn’t enough.
On the importance of mental health in the Black community:
There are a lot of variables that affect the minds of the people whose likeness gets traded on and marketed towards and then don’t receive benefits from it at the end of the day. And not everyone can get access to mental health resources like therapy or rehab, not everyone has people around to help. If you never really dealt with the erosion of your mental state, then it only continues to erode. There’s so much to unpack when it comes to this but, the fact that the fashion industry is thinking about the importance of mental health and how it affects the African diaspora is a very important step that we all need to take.
On his influence in the industry and the need for sharing industry knowledge:
You know, I’m honored for things like that. But going back to the earlier question…I feel like I didn’t do enough. At that time, it was about me, I was being selfish and I thought being black was enough. So if I could encourage you all to do anything, it’s to take your people with you…don’t make it just about you. That’s why you see me with my hands together [prayer pose]. Some of us pat ourselves on the back, others of us beat ourselves on the chest. That’s cool, I’m gonna let you do that…but when you’re done, bring people with you. Share the codes…share the cheat codes. A lot of us had to figure it out ourselves…that’s where we go wrong. The more of us that learn the codes, the stronger we are. That’s how we get to market share. If we don’t have market share, we don’t have a voice. If you don’t have a voice then you’re going to need help with healthcare, education and the biases that are ingrained in our legislation that makes the gravity 2x heavier on us. Share the codes, hold the door open.