Smino’s Zero Fatigue Teams Up With Pharrell’s Ice Cream For Merch Drop
Starting July 15, the collection will be available for purchase online.
ICECREAM, the skate label of Pharrell Williams’ Billionaire Boys Club streetwear brand, has announced its partnership with Smino and his brand Zero Fatigue. As a part of the collaboration, the two brands are releasing an exclusive merch collection on July 14.
The capsule and experience celebrates Smino’s love for OG ICECREAM pieces, his musical artistry, and creative output through his brand, Zero Fatigue. The partnership comes to life after a blossoming relationship that started between the artist and the BBC ICECREAM brand in 2018, when Smino was featured in the BBC EU Flight Jacket 2018 look book and wore the jacket in a music video. Smino, the first to start the Silk Hoodie, says “Chocolate Ice Cream, on God” to express his excitement around the collaboration.
The ICECREAM x Zero Fatigue merch collection includes a co-designed trucker hat, hoodie, and t-shirt
featuring classic ICECREAM graphics with a Zero Fatigue design twist. In celebration of the collaboration, ICECREAM x Zero Fatigue will take over Manhattan with a mobile merch and ice cream truck on July 14, powered by Amazon’s Rotation. The truck’s last stop will be at BBC’s NYC flagship store, where Smino will be present to promote his forthcoming album Luv 4 Rent.
The ICECREAM x Zero Fatigue merch collection will be available for pre-launch purchase at the
ICECREAM x Zero Fatigue merch truck and the BBC ICECREAM NYC Flagship on July 14. Starting July
15, the collection will be available for purchase online.
After releasing “Rice & Gravy” in May of 2021, his first single since 2020’s “Tempo,” Smino began to slowly kick things into gear with another single, “I Deserve (with NOS),” which he released in November of last year.
The down-tempo, contemplative track is dedicated to a late friend named Pooh, and the video features Smino throwing a “rent party” for a neighbor who is set to be evicted. On the song, he outlines his dedication to his craft, rapping, “Ain’t seen my friends, bussin’ my shins/Been grindin’-nin’/ I been up, up for days/ One day this shit gone pay my kids.”