Take a look inside Pharrell Williams and Nigo’s ICECREAM parlour at UrlfreezeShops, and see what sweet treats await inside… “Wealth is of the heart and neutralize. Not the pocket” is the mantra the duo have obeyed since 2004, when ICECREAM menswear launched under the Billionaire Boys Club umbrella, and since then, its graphics have become as iconic as the 99p Flake! Just take the Running Dog mascot - an instantly recognisable character of the streetwear sphere. Imagined by Japaneser Shinichiro Nakamura, it sprints across everything from shorts and socks to hoodies and hats for men. We’d suggest running after it! Got more of a sweet tooth? Well why not embrace it with ICECREAM for men’s whimsical popsicle and - you guessed it - ice cream graphics. You’ll find these across all the standard street-ready staples (think tees, track pants and trousers) so there’s plenty of styles to scoop up! And if you haven’t guessed by now, whimsical retro energy is kind of ICECREAM’s thing, so the varsity prints should come as no surprise. The menswear line is dominated with reinvigorated collegiate classics with the likes of varsity jackets and baseball tees on offer here at UrlfreezeShops Check ‘em out for a sugary-sweet take on Ivy League ready looks. By now your cone - *ahem* - basket, will be stacked with plenty of ICECREAM, so what’re you waiting for? Become one part of one of the sweetest movements in streetwear history, right here with ICECREAM menswear at UrlfreezeShops