The BBC Booth Was Mobbed for Two Days Straight and a Jewelry Brand Was the Surprise Story of ComplexCon Hong Kong

ComplexCon Hong Kong, BBC/ICECREAM booth. LNGSHOT, the boy group launched under Jay Park’s label, showed up to drop an exclusive BBC collaborative T-shirt. The moment the four members appeared, the booth was instantly swallowed by the crowd. But once people pushed their way in, they found something else waiting. A full jewelry counter lined with collaborative pieces built around BBC/ICECREAM’s iconic designs.

The maker: New York-based streetwear jewelry brand APORRO.

Over two days, that counter barely saw a quiet moment. Bloody Osiris, Michael J Kim, Shane Gonzales of Alice Hollywood, Sean Wotherspoon, Victor Ma, Jeff Hamilton, and Don C of Just Don all came through. Not as arranged appearances. They walked up, tried pieces on, took photos, talked product.

The collaboration spans BBC/ICECREAM’s most recognizable visual symbols. The ICECREAM logo pendant and Running Dog pendant were the two hottest pieces on the floor, with the diamond-and-dollar-sign link bracelet drawing consistent queues behind them. The range also includes a BBC rocket ship pendant, a skateboard-themed bracelet timed to ICECREAM’s recent Board Flip sneaker drop, and a design fusing the diamond motif with the ice cream cone silhouette. APORRO also produced a fully iced-out Labubu figure as a nod to Kasing Lung, this year’s ComplexCon Artistic Director and the creator of Labubu, designed around BBC’s signature astronaut theme.

One of the most talked-about pieces was a 1-of-1 custom Running Dog jewel. One made, no restock, no replicas. It drew heavy attention on the floor.

BBC Is Having a Moment Again — and This Collaboration Landed Right on Time

Pharrell Williams and NIGO founded BBC/ICECREAM in New York in 2005. The Running Dog, the Astronaut, the ice cream skull. For twenty years these have been among the most instantly recognizable symbols in street culture. From the start, BBC carried a proposition that was ahead of its time: wealth isn’t about what’s in your pocket, it’s about mindset, creativity, and cultural vision. That ethos shaped an entire generation of streetwear brands that followed.

Now BBC is in the middle of a visible resurgence. Central Cee has been spotted wearing BBC regularly in recent months. Masiwei has been a consistent wearer. As a new generation of artists re-embraces the brand, BBC is also accelerating its presence in Asia. Bringing a jewelry partner into ComplexCon Hong Kong is part of that push.

APORRO, headquartered in New York with a flagship store in Shanghai, has built its reputation on translating street culture’s visual language into technical jewelry craftsmanship. The BBC collaboration marks the brand’s highest-profile partnership to date and its first activation at a ComplexCon event.

The partnership extends beyond jewelry. The two brands are set to release a collaborative T-shirt line, with the debut piece titled “Billionaire Aporro Club,” a remixed tribute to the original Billionaire Boys Club name. The ComplexCon collaborative jewelry collection is expected to release through both brands’ channels following the event.