Creative Director of Billionaire Boys Club, Ross Westland continues to lead the infamous streetwear brand to new heights, over two decades on.
Even if you don’t know Billionaire Boys Club, you know it. Chances are, you’ve seen the vibrant sloganed tees decorated around the streets with the signature sans serif type plastered across the chest. The brainchild of creative kingpins, Pharell and Nigo, the established apparel enterprise has long been an arbiter of cool.
Since 2003, this cult of luxury streetwear has pillared its vision from the founders’ fusion of music, fashion and culture, through an assembly of fine threads. At the intersection of Japanese streetwear, pop culture, and the global skating scene, it embraces the mantra, “wealth is of the heart and mind, not the pocket.” Ironic in intent, the clothing club branched out with the extension of ICECREAM, a further line of coveted garments.
Turning the noble t-shirt into a desired product is no easy feat, and it’s down to the Creative Direction of Ross Westland who has pioneered this charge since taking the helm in 2018. Catapulting the brand into greater heights, Westland’s approach is clear: clothing is the ultimate communicator to interact with the culture. Whether that’s embracing or rejecting the culture, it’s a canvas with a voice – and a good-looking one, too.
Streetwear holds its only language, a denomination of clothing that feels separate from the ether of the fashion world. Through its stitches and pleats, it holds up an inescapable mirror to society; a carrier to convey a message to the outside world. Speaking with Westland, Wonderland caught up with the Creative Director, in the aftermath of ICECREAM’s latest launch. From steering the ship for this legacy brand, over two-decades in, to talking design codes, Westland welcomes one and all to join the club.
What inspired you to enter the world of fashion?
I wanted to find something that would allow me to combine as many of my interests: music, clothing, design, art, skate, sport… to be honest I was leaning towards fashion and design for as long as I can remember but it was BBC/ICECREAM that gave me a clear direction as I felt that it embodied my personal interests and taste. There wasn’t a reference point for me that made as much sense until I discovered the brand. The “fashion” industry looked very different to what it is now.
What does it mean to you to be helming up an imprint started by streetwear legends like Pharrell and Nigo?
It’ll always feel like a huge responsibility to me and also surreal since I am a disciple of Pharrell and Nigo and a student of the brand. Studying their work gave my interests legitimacy, they were the proof of concept. Really I feel my goal is to make sure BBC/ICECREAM gets the recognition and respect it deserves on a global level and for it to continue to inspire future generations.
Why was an EU arm of BBC & ICECREAM necessary and how do you feel the creative identity differs from BBC & ICECREAM?
The brand is managed under licenses. Europe at the time had different needs to the US so we were able to pursue our own trajectory with the brand. I’d say the identity here is more of an evolution of on the original vision.
How does the city of London impact your design process?
I just enjoy looking at design codes and references from the past and finding where things overlap in time and have been interpreted differently by different people around the world. I feel Japan and US stylistically are places I look at the most if it was to be broken down geographically but really I like styles/looks/codes being remixed by contrasting cultures the most.
Tell us more about your recent launch in Paris.
Paris was the first time showing Women’s for ICECREAM. It’s a proud and exciting moment for the team. We had a great reception with our Fall 25 collections. The icing was being blessed with Pharrell’s presence despite his crazy fashion week schedule and he picked out some items to take off the rack for himself and family. He was generally full of appreciation and praise for the presentation of the brand. We are all grateful for his time and respect.
With Pharrell as a founder, the music scene is naturally a huge part of BBC & ICECREAM – how does music impact your creative process?
Music is the catalyst. Music and good conversations with interesting people.
When it comes to partnerships, how do you ensure any collabs you oversee are authentic and stay true to BBC & ICECREAM’s DNA?
I can’t imagine starting up a collaboration that isn’t authentic as I wouldn’t be motivated to do so. When it comes to partnering, the brand has a lot of depth so we’re able to push things but there will always be a shared appreciation for what makes the brand special. Most people I work with want to capture the feeling and the light of the brand and shine with it in their way, that keeps things evolving.
What’s next for you and BBC & ICECREAM?
Appreciate the moment we’re in and build to an even healthier and abundant future. Continue to learn, appreciate all opportunities and enjoy life.
Content shared from www.wonderlandmagazine.com.
