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Sandra Halliday Published
April 16, 2025
As ASOS continues its recovery drive, the fashion e-tail giant has added several new labels to its line-up, including ICECREAM from Pharrell Williams.
The addition expands the ASOS streetwear brand offering and is available globally on the webstore. It launches with 24 options across tees, denim and outerwear. This includes products from the brand’s SS25 campaign from leopard print to neon graphic prints driven by the running dog logo.
The label was founded by Williams and Japanese fashion designer Nigo and is an extension of Billionaire Boys Club, which the duo launched in 2003. It comes with 90s skate aesthetics and takes inspiration from Williams’ musical background, with a retro edge, vibrant colours and playful prints being key to the look.
Shazmeen Malik, brands director at ASOS, said the label has “cult status amongst streetwear fans, but it also confirms how strong our presence is in this category”.
The launch follows the onboarding of CAT WWR London on ASOS last week with 25 options including new season denim, chore jackets, and jorts.
Also new to the site are Oh Polly and athleisure sister brand Bo+Tee. Oh Polly has launched a curated line-up of pieces including premium occasion dresses and going-out tops, while Bo+Tee delivers multiway sports bras and squat-proof leggings.
Ten-year-old Oh Polly has graduated from a label launched on eBay by Claire Henderson and Mike Branney to a major UK fashion name with a focus on trend-driven styles.
Bo+Tee launched five years after its elder sister as a one-stop shop for women’s activewear and athleisure. And ASOS is clearly impressed by the fact that between them they have a following of 7.5 million on Instagram alone.
Malik talked of their “impressive social media presence and dedicated following”, which means “many of our customers are already familiar with these brands”.