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Billionaire Boys Club 2012 Spring/Summer Preview

Pharrell's brand Billionaire Boys Club has gone through quiet a few transformations since its inception. But the overall street aesthetic was always maintained. So when I saw the images of the 2012 Spring/Summer preview. I'd be lying if it said that I wasn't shocked. Think Tommy Hilfiger and Ralph Lauren, Lacoste even. Definitely a shift from the Billionaire Boys Club of yesteryears. There's plenty of distressed selvedge denim, chino's, varsity jackets, fleece, check shirts and ties to name a few. The astronaut embroidery is present like before and the focus seems to be on quality production with reduced price points. There's something very The Brooklyn Circus about it and don't get me wrong I love some of the pieces already but I just can't place my finger on it. What do you think? A step forward for the brand? Or a step too far?

Pics courtesy of Hypebeast.

BBC/Ice-Cream.com.