ICECREAM

ICECREAM was founded in 2003 by Pharrell Williams and NIGO, the person behind A Bathing Ape and its younger sibling AAPE. It sits alongside Billionaire Boys Club as the louder, brighter counterpart, and it's happy to be unserious about it. The look is built on bold graphic prints and cartoonish motifs. The signature Running Dog, a recurring character, sprints across t-shirts, jeans, hoodies and jackets. Japanese skate culture forms the foundations, while varsity silhouettes and football-jersey cuts steer the mood. Colour is everywhere, unapologetic and energetic. If you want clothes that don't chase trends and just turn up already having fun, this is a good place to start. Tees and hoodies are the obvious entry points.