In 2005, Pharrell, one half of The Neptunes partnered with Japanese fashion icon Nigo, the founder of A Bathing Ape (BAPE). The two collaborated together to create and launch two new luxury streetwear brands: Billionaire Boys Club and Ice Cream. The brand suffered many setbacks after its original conception due to disputes between Pharrell and Reebok. Reebok was originally set to release the clothing line alongside the Ice Cream sneaker line. Although the sneakers made it, the clothing line was postponed and all projects came to an end in late 2004/early 2005. It was at the very end of 2005 when the brand was finally launched as a sister company to A Bathing Ape.