Betelhem Ashame
NEW YORK — “Wealth is of the heart and mind, not the pocket.”
That’s the aspirational motto that guides both the Billionaire Boys Club, a globally recognized clothing and accessories brand that blends streetwear and luxury, and its founder, acclaimed musician and record producer Pharrell Williams. The brand has been an industry staple since 2003, when he founded it with Japanese fashion icon Nigo, but it now has its biggest partner yet.
On Monday, the Billionaire Boys Club x Yankees special edition apparel line launched worldwide, with the support of Legends Hospitality, featuring co-branded apparel, accessories and novelty items. And in celebration of that collaboration, Williams and his son Rocket threw out the ceremonial first pitch prior to the Yankees’ Subway Series opener against the Mets at Yankee Stadium.
Billionaire Boys Club x Yankees special edition apparel line out now 🚀
Available at the Yankee Stadium Team Store, @bbcicecream US Flagship Stores, and online at https://t.co/eYQogn2eE4 pic.twitter.com/fHpOJL0c6C
The apparel — highlighted by a satin varsity jacket with that aspirational motto featured on the right crest — includes T-shirts, hoodies and sweatpants, while fitted hats and a denim cap make up the accessories. The novelty items stand out most within the collection, from a retro-inspired bobblehead to a ceramic Yankees helmet bowl to a ceramic NYC bodega-style coffee cup.
With its launch on Monday, the special-edition line’s items became available for purchase at various locations in Yankee Stadium, including the team store on the main level behind home plate and the Great Hall team store at Gate 6. That’s in addition to its presence at the BBC’s flagship store locations in New York City’s Tribeca neighborhood, Miami, London and Tokyo, and the company’s online store at bbcicecream.com.
It’s a partnership that was a long time in the making, as two children of the late Yankees co-chairperson Hank Steinbrenner, George IV and Julia — the latter of whom is also co-president of the New York Yankees Foundation — reached out to Williams in 2020 and a requested a sit-down meeting to discuss the possibility of working together.
“We had a really good conversation,” Williams said. “Man, it’s been 2 1/2 years, but we’re finally here. I’m super excited about it.”
Aided by the Yankees’ status as MLB’s most successful and popular club, their iconic brand is known internationally by the interlocking “NY” logo that resides on nearly all of their attire. For that reason, the collaboration between the BBC and the Yankees is also a nod to the company’s relationship with Japan, acknowledging how baseball’s legacy has permeated both American and Japanese cultures.
As Williams stood on the field alongside his son and one of his daughters, Yankee Stadium’s loudspeakers played some of the biggest songs in his discography, including the likes of “Feels” and “Get Lucky.” Through his music, Williams knows firsthand what it means to connect with people on such a large scale.
The sold-out crowd of New Yorkers, divided between Yankees and Mets fans, came together to give Williams a roaring ovation as he headed toward the mound for the first pitch, setting up shop directly in front of it. Yankees starter Luis Severino was behind the dish to receive the throw, while Yanks backstop Kyle Higashioka ensnared Rocket’s toss.
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Even though Williams was already hopeful that the partnership with the Yankees would lead to “longevity,” Monday night surely would have convinced him so. It all goes back to the meaning behind that aspirational motto of his.
“Intrinsic value is based on the experience, not the tangible item,” Williams said. “You take your experiences with you when you die, not your items.”
Still, the items are where it all begins, and Williams already has a few ideas for how the collection could grow in the years to come.
“I chose so much more,” he said. “But we got to do the first one first, and then we can get to the rest.”
