The Jamaican sound system inspires the latest from Billionaire Boys Club

A phenomenon that revolutionised music and defined the underground aesthetic of the 70s and 80s.

For the Autumn/Winter 2025 season, BBC explores dancehall, reggae, lovers rock… and filters it through its cosmic and street dandy DNA that Pharrell and company have turned into a trademark. The result is a collection that vibrates on a new frequency from Kingston to London and New York.

The inspiration is clear: the “Rockers” look and the casual elegance of Caribbean dandies. This creates an exquisite contrast between two completely different worlds: sports tailoring vs. utilitarian workwear; handcrafted finishes that look like they’ve been taken from old vinyl covers; visual nods to recording studios and improvised clubs; relaxed silhouettes and lots of knitwear with patches.

And the main protagonist is none other than Ronald “Uncle Ronnie” Jarrett, a living legend of the Jamaican scene, capturing the visual campaign with that documentary aesthetic so characteristic of the island. The sea, concrete and tropical hills frame a narrative that celebrates the collective memory of sound as a cultural weapon.

Scroll through the gallery below and discover the images captured by Fabien Montique.