Pharrell’s Icecream brand and Web3 company Doodles are releasing an exclusive capsule collection during his Something in the Water music festival. 

Pharrell’s Icecream brand and Web3 company Doodles are releasing an exclusive capsule collection during his Something in the Water music festival. Pharrell was named chief brand officer of Doodles last summer and now this is the platform’s first step into the lifestyle space as it partners with his skating / apparel brand Icecream. The collaboration will include various items designed by Doodles’ artist Burnt Toast, such as a skateboard, hat, shorts, hoodies, T-shirts, and a beach towel. The designs take the iconic Icecream characters and graphics and repurposes them in the Doodles digital space, creating a phygital opportunity for the brand—and a portion of the profits will be donated to Pharrell’s educational non-profit Yellow. At the start of this year, YPulse predicted that phygital launches would redefine brands’ Web3 experiences, and that it will be one of the best ways to draw young consumers from online to in-store loyalty. (Variety)