Pharrell Runs Into Sneaker, Fashion Game
Pharrell Williams, one half of production duo the Neptunes and CEO of the Star Trak recording label, is getting into the fashion industry. Reebok and Williams have entered into a long-term licensing pPharrell Williams, one half of production duo the Neptunes and CEO of the Star Trak recording label, is getting into the fashion industry. Reebok and Williams have entered into a long-term licensing partnership that includes Ice Cream, a collection of men's and women's Rbk footwear, and Billionaire Boys Club, a men's apparel collection.
The collections will be launched next summer with limited distribution to select high-end boutiques and better department stores worldwide. Pharrell and Reebok are currently developing an integrated global marketing and grassroots campaign to promote the collections.
"I'm excited to be combining my creativity and vision with Reebok," Williams says in a statement. "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."
"Reebok's licensing partnership with Pharrell will enable us to reach a new cross section of consumers," adds Rbk VP Todd Krinsky. "Pharrell's collections will fuse skate, hip-hop and alternative rock global youth cultures to reach a broader audience across all musical genres."
"Frontin'," Williams' debut single as lead artist, was a No. 1 hit this summer on Billboard's Hot R&B/Hip-Hop Singles & Tracks chart and reached No. 5 on the Hot 100. Featuring Jay-Z, the track is included on "The Neptunes Present ... Clones." The initial release from Star Trak showcased various artists produced by Williams and Neptunes cohort Chad Hugo. The set debuted at No. 1 on The Billboard 200 and the R&B/Hip-Hop Albums tally.