New York streetwear label Billionaire Boys Club (BBC) has partnered with Dutch lager brand Tuborg for an exclusive capsule collection.

The collaboration will debut in China through pop-up stores in Guizhou and Zhengzhou under the theme “Live a Billion Lives Again.” 

BBC, co-founded by artist and singer Pharrell Williams, is known for its music-inspired luxury streetwear.
The range includes graphic T-shirts, caps, keychains and street art-inspired playing cards.

Jeff Chong, director of international premium brands at Carlsberg Asia, said the collaboration builds on Tuborg’s ties to music culture and aims to connect with younger consumers.

“This collaboration reflects synergy between two brands that speak to the spirit of youth,” added Chong. 

Tuborg confirmed the rollout will extend to other Asian markets, while BBC will promote the line globally through its retail network in the US.