Pharrell Williams is bringing together two of his brands for a pop-up experience.

Williams’ Billionaire Boys Club and Ice Cream brands are joining forces with NFT project Doodles for “Doodle Beach,” a pop-up experience this weekend during Williams’ Something within the Water festival. The festival takes place within the multihyphenate’s hometown of Virginia Beach and is supposed as a celebration of the town’s culture.

The brands are teaming up on an apparel collection to be sold through the pop-up. The gathering includes pieces like T-shirts, hats, shorts, towels and skateboards designed in a vibrant colorway and with cartoon images. 

“We’re excited to work with Pharrell’s iconic skate brand Ice Cream on our first pop-up collaboration at Something within the Water Festival,” said Brandon Rosenblatt, head of partnerships at Doodles. “This collection marks a vital first step on our collaborations and apparel journey. Expect to see more partnerships like this as Doodles expands further into the approach to life vertical.”

The pop-up can even offer free ice cream and a preview of Doodles’ recent digital wearables. The apparel collection ranges in price from $50 to $165. All proceeds from the pop-up will profit Williams’ Yellow educational nonprofit. 

That is Williams’ first live activation since joining Doodles as chief brand officer. Williams took on the role last June.

The pop-up comes on the heels of a busy period for Williams, following the musician being named Louis Vuitton’s creative director of menswear in February, taking on from the late Virgil Abloh. Williams’ Billionaire Boys Club can be celebrating a milestone this yr with its 20^th anniversary. Next month, Williams will release his recent book, called “Pharrell-isms.”