The idea behind ICED is based entirely off a tweet calling for an emo/punk ice cream truck. Jokingly calling it “Panic at the Dipped Cone” or “Taking Back Sundaes.” I liked the idea, but wanted to make it my own.
To do that, I had to look into the target audience. Looking into alternative fashion trends, a lot of black and heavy fabrics are used. Not really the best choice for summer fashion because of the risk of heat exhaustion. So the brand is focused on those with this type of fashion rather than the bands of the initial tweet.