Billionaire Boys Club helped shape the streetwear market into what it’s today and continues to be a number one force within the sector because it celebrates its 20^th anniversary this 12 months.

The brand has evolved greatly since Pharrell Williams and Nigo joined forces in 2003 to launch the road. Over the past 20 years, Billionaire Boys Club has birthed other brands — Ice Cream, Bee Line and Billionaire Girls Club — and launched into several major partnerships with the likes of Reebok and Timberland, amongst others. Since 2018, the brand has been helmed by creative director Joseph Au, who has been a fan of Billionaire Boys Club since its inception. 

“Once I was in highschool, I used to be super into hip-hop, sneakers and streetwear, so Pharrell was a extremely big influence on my upbringing,” Au said. “I specifically remember going to [the Billionaire Boys Club store] in Hong Kong and just being floored. It’s a three-story constructing and the outside is largely a rocket ship. I still keep in mind that being one of the crucial impactful experiences that I’ve ever had.”

Au stated he believes the brand has been capable of resonate within the streetwear marketplace for the last 20 years since it has stuck to its core design elements, akin to its popular astronaut logo, and its mantra of “Wealth is of the guts and mind. Not of the pocket” to create coveted pieces which have sustained the brand’s cult following. 

The brand’s long-term partnerships have also helped it remain competitive. Along with Reebok and Timberland, Billionaire Boys Club has collaborated with artists akin to Michael Kagan and Takashi Murakami. 

Au also highlighted Billionaire Boys Clubs’ collaboration with the Recent York Yankees last 12 months as “unexpected, but really successful.” The collaboration merged the Billionaire Boys Club and Yankees logos for attire and accessories. 

“There’s still a core DNA that we’re rooted in, especially our core club logo and our Billionaire Boys Club logo. We’ve got a repertoire of logos that we stay true to,” he explained. “Then with our designs, we’ve moved forward into different cuts, color palettes and art styles that we feel like resonates with our core customer. We would like to find a way to succeed in recent customers in addition to having the ability to stay true to our core identity for our core fans, so we attempt to have slightly bit for everybody.” 

Billionaire Boys Club is homing in on its popular logo as one among its initiatives to rejoice the brand’s 20^th anniversary. On Thursday, Billionaire Boys Club will release merchandise with a reimagined logo that shows the astronaut character face illustrated to form the number 20. The anniversary logo might be displayed on the brand’s website, which can also be showcasing an immersive 20-year timeline. 

In an announcement on the brand’s anniversary, Williams said: “It’s amazing that we’ve continued to evolve and encourage and create all these years and still remain true to the brand. I get a lot inspiration from the world and amazing artists around me and that’s what has fueled a whole lot of our designs and collections. My everlasting due to our community of creatives and people who have supported BBC for the last 20 years.” 

Billionaire Boys Club’s 20^th anniversary also coincides with the 50^th anniversary of hip-hop. Au explained that hip-hop has at all times played a big role within the brand, considering Williams’ musical background and the way he debuted the brand in his 2003 music video for “Frontin’.”

“Music basically has influenced the brand,” Au said. “More specifically, the thing with hip-hop is it’s loads about aspirations and the words spoken are at all times somewhat prophetic. I believe clothing kind of allows that as well. You may wear something and you may grow to be another person or express your identity. The best way that hip-hop expresses individuality and aspirations, speaking truth into reality or aspirations into reality — I believe the brand does that. It’s almost like an ideal synergy.”

Regardless that the streetwear market has grown tremendously within the last 20 years, Au contends Billionaire Boys Club continues to be leading the pack due to the muse created by Williams and Nigo. 

“I actually feel like we were the originators and the blueprint for what a whole lot of brands are doing now,” he said. “Regardless that we’re turning 20, it’s an amazing milestone and we just proceed to encourage. We proceed to influence brands around us. I might say we’re just so rooted within the core that we’re going to be here for an additional 20, 30, 40 plus years. I believe Billionaire Boys Club is de facto everlasting and timeless.”