When BBC/ICECREAM set up their booth at ComplexCon Hong Kong, the expected draw was Jay Park and LNGSHOT dropping an exclusive collaborative T-shirt. What nobody expected was that a jewelry counter inside the booth would end up generating just as much foot traffic as the music moment.
The brand behind that counter was APORRO.
For most people at ComplexCon, it was a first introduction. But APORRO has been operating since 2017, founded in New York and now running a flagship store in Shanghai. The brand sits in a space that didn’t really have a name when it started: street jewelry built with fine jewelry methods. Hand-set stones, solid metal construction, tight tolerances on pavé work. The aesthetic is hip-hop. The build quality borrows from traditional craftsmanship.
That positioning is what caught BBC’s attention.
The collaboration spans six jewelry styles, each built around BBC/ICECREAM’s most recognizable graphics. The Running Dog and ICECREAM logo became pendants. The diamond-and-dollar-sign motif became a link bracelet. A rocket ship pendant references the Astronaut. A skateboard bracelet ties to ICECREAM’s recent Board Flip sneaker drop. One piece merges the diamond with the ice cream cone silhouette. APORRO also produced a fully iced-out Labubu figure designed around BBC’s astronaut theme as a tribute to Kasing Lung, this year’s ComplexCon Artistic Director.
The piece that drew the most attention was a 1-of-1 custom Running Dog jewel. One made, no restocks. It sat on the counter like a museum piece and people treated it that way.
Over two days, the booth pulled names that don’t usually stop for jewelry activations. Bloody Osiris, Don C of Just Don, Sean Wotherspoon, Shane Gonzales of Alice Hollywood, Jeff Hamilton, Michael J Kim, and Victor Ma all came through organically. None were booked. The product did the talking.
What This Says About Where APORRO Is Headed
Pharrell Williams and NIGO built BBC/ICECREAM on the idea that wealth is a mindset, not a bank balance. That ethos has influenced streetwear for twenty years, and the brand is in the middle of a visible comeback right now. Central Cee and Masiwei have both been wearing BBC consistently in recent months. The brand is pushing harder into Asia, and ComplexCon Hong Kong was a deliberate step in that direction.
For APORRO, being chosen as the jewelry partner for that push is a different kind of milestone than a product launch. It’s a co-sign from one of streetwear’s foundational brands. The kind of thing that doesn’t get announced with a press release. It gets proven on a booth floor in front of people who know the difference.
The two brands are also releasing a collaborative T-shirt titled “Billionaire Aporro Club,” reworking the original Billionaire Boys Club name. The jewelry collection is expected to drop through both brands’ channels.
APORRO has been building quietly for years. ComplexCon Hong Kong was the moment the volume went up.
