In the mid 00s, Billionaire Boys Club was at the forefront of a new hip hop led streetwear movement infiltrating high fashion. Fast forward to 2017, and the American and Japanese label, which was co-founded by Pharrell Williams and Tokyo based producer and designer Nigo, has keenly observed it's influence on a new generation.
In keeping with a general early to mid noughties style comeback, BBC designs have recently been worn by a range of new young rappers, including the likes of Lil Yachty, Uzi, Madeintyo, and Curren$y. Travis Scott has also sported the brands iconic cone man motif in stone dripping chain form, while AK of Underachievers has a BBC OG logo tattooed on his chest.
Titled ‘Boys of Tomorrow’ the brands latest project highlights this championing, whilst essentially returning the favour. With echoes of old school MTV, Volume 1 is a short fly-on-the-wall film following Taylor Bennett, fresh off the release of his Restoration of an American Idol album. Bennett’s full interview is available now on the BBC EU Soundcloud, and also features in the latest edition of the Billionaire Boys Club fanzine.
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