More than 10 years ago I saw a pair of Ice Cream shoes in the Harvey Nichols store in London featuring the Diamond Dollar pattern. They were bold and expensive. After a fallout with Reebok, prices dropped from £125 down to about £50 and I bought two pairs of the second releases which had patterns that were a little more subtle.
Fast forward to the release of the Billionaire Boys Club and Ice Cream brands and a different, cheaper shoe was made available. Available in more locations, there was nothing remarkable about it. I really liked the original shoes but these were not great to look at. In the EU at least, apparel is the focus and apart from the odd collaboration between Pharrell and Adidas or Timbaland, we've not seen much noteworthy footwear. Until now.
These 'Made in Italy' look premium and feature embroidery patterns instead of prints. They won't be in my price range or practical but I'm pleased to see something new bearing the Ice Cream label coming out again.
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