by Evette Brown
Known for their power maneuvers in the music industry, Sean “Jay-Z” Carter and Pharrell Williams have collaborated on several musical ventures in the past.
Now, the two forces are joining together again, but this time it will be outside of the studio and arena stages. According to a GQ exclusive, Jay-Z’s Rocawear has partnered up with Pharrell’s Billionaire Boys Club to manufacture and distribute BBC, thus further leveraging its success.
Though the full details of the partnership have not been fully disclosed, GQ is reporting that Pharrell will remain as the creative vision behind the BBC label while Jay-Z will use his business prowess to effectively market the brand.
Though both brands produce street wear for the urban youth, Billionaire Boys Club is not mass marketed for department stores as Rocawear is. Created in 2005 by Pharrell and Japanese fashion designer, Nigo, who is responsible for the establishment of A Bathing Ape (BAPE), the Billionaire Boys Club and Ice Cream were conjunctively launched to present “luxury streetwear” to their target youth demographic. Initially, both brands were supposed to be marketed through Reebok, but after several disputes, the line was indefinitely postponed.
Eventually, Billionaire Boys Club was launched as a sister company to A Bathing Ape.
Since its’ official release, Billionaire Boys Club has been moderately successful. Most of the label’s clientele are members of the hip-hop elite, including Lil’ Wayne and Kanye West, but there are only 26 high-end retailers that sell BBC to the public.
Rocawear is marketed through retail department stores including Macys which accounts for the bulk of their clothing sales. The limited purchasing availability for Billionaire Boys Club will not shift as the two collections combine. Even though Jay-Z sold his rights to Rocawear to Iconix Brand Group, he is still in charge of product development, marketing, and licensing.