A producer, singer, rapper and songwriter, Pharrell Williams is expanding his galaxy, invading the world of fashion by establishing a boutique.
Marking his venture into the business, the music mogul is teaming up with Japanese fashion designer Nigo, the designer responsible for the brand A Bathing Ape, to open the two-storey Billionaire Boys Club and Ice Cream store in New York City.
The twosome celebrated the grand opening of the store Wednesday November 28th, with the guest list comprised of everyone from DJ Cipha Sounds to rapper Swizz Beatz and some other fashion professionals.
Billionaire Boys Club and Ice Cream (which is a play on hip-hop speak with ice meaning "jewels" and cream as "cash") are both high-end skateboard-inspired brands, with product wholesaling from $45 for a graphic T-shirt to $880 for a crystal-encrusted jacket.
The first floor of the building features Ice Cream, a Reebok-produced but in-house designed brand that sells hoodies, T-shirts and sneakers. The decor of Ice Cream is plastered with playful colors of pinks, yellows and greens. The second floor, Billionaire Boys Club, is a much more mature label that houses jeans and hoodies.
The Billionaire Boys Club and Ice Cream store in Big Apple is the third store opened for the BBC / Ice Cream brands. The first store opened in Japan in 2005 and the second was erected in Hong Kong earlier this year.
"I don't want to grow too big. I'm a student in the game, and Nigo has shown me a lot, and I've learned a lot from Marc Jacobs [American fashion designer]. The two things that sort of ties those two characters together is [that] its quality first - quality over quantity," Pharrell said about his latest effort with Nigo.