ICECREAM and HUF celebrate HUF's 20th anniversary with a skate-inspired capsule collection. The brands' partnership dates back to the early 2000s when ICECREAM was first sold at HUF's original store in San Francisco, betting on Pharrell’s vision for a diverse skate lifestyle brand. Both brands have since grown significantly in the skateboarding community both nationally and globally.
The collection will be available at US flagship stores and bbcicecream.com on September 22, 2022.
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TEAM ICECREAM's Jimmy Gorecki comments on the partnership:
"Keith Hufnagel and Pharrell Williams are pioneers. The way HUF connected the dots from New York and San Francisco street skating to sneaker culture, the art world, and early generations of streetwear is very similar to how Pharrell brought skate culture to a broader community, popular music, and high fashion during eras when those transitions were not easy to make. Despite the cross-pollination between communities, each culture was still very protective of its core entities at that time. I saw this from various perspectives: working in sneaker boutiques and wanting them to carry HUF, and being in skate shops that weren't entirely accepting of sneaker collectors or big artists like Pharrell at first. Both Hufnagel and Pharrell understood how connected these communities were and created a cohesive vision. This explains why HUF was one of the very first Billionaire Boys Club & ICECREAM accounts. They helped cater to and build an audience in San Francisco that embraced all aspects of this culture—sneakerheads, skaters, and fashion enthusiasts.
This period was significant for me, and that's why HUF and ICECREAM are so important to me and to the culture. They have stood the test of time in very trend-driven markets and continue to be successful season after season. I remember filming for the ICECREAM video, going to San Francisco, skating, and shooting photos with Jaya Bonderov. I asked Jaya if he could take me to the HUF store to see my old teammate and very close friend John Igei, who was working at the shop. Seeing Gonz's work, Air Forces, and knowing it was created by the same guy whose Real Non Fiction part I studied was special. I felt this connection in the clothes and the collaboration—from the socks, which HUF made a staple, to the prints, hoodies, and colors. All of it."
