Since its founding in the early 2000s by Pharrell Williams and NIGO, ICECREAM has been much more than a skatewear brand. It was a brand that understood -before anyone else- that streetwear was the new visual language of global youth. Two decades later, and with an industry saturated with imitations, ICECREAM continues to set the pace from its own universe.
The Fall/Winter 2025 collection is proof of this. An exercise in hypergraphic style, full of references to the most everyday American imaginary: convenience stores, snack aisles, laminated menus and vintage cartoons. But far from falling into nostalgia, ICECREAM transforms these codes into a visual system of its own. An illustrated fastwear that mixes work, irony and pop culture.
The pillars of the collection are: supermarket iconography, neon colors, signs with cheap typography, candy wrappers as moodboard and workwear and skatewear in silhouettes that mix utilitarian with street style. And among the standout pieces are the Convenience Store Bomber, which combines clerk aesthetics with graphics taken from dollar store signage; the Drippy Varsity Jacket, a varsity jacket melted through the filter of a comic book; and the Sticker Crewneck, which works as if a sticker album had exploded on a closet staple.
The legendary Running Dog, the brand’s emblematic mascot, appears in multiple formats: printed on triple scoop denim, oversized sweatshirts, hickory shirts and all-over prints that remind us that ICECREAM has never stopped running.
The campaign images, signed by T-Bone Fletcher, reinforce the vision of the collection, which moves between streetwear, ice cream cooler iconography, and the mental archive of an entire generation. And you, do you get the references?
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