Who isn't a fan of Pharrell Williams and his business partner Nigo (of BAPE fame). In case their popularity was ever in doubt, they've just opened a Billionaire Boys Club and Ice Cream store in SoHo in New York. It was the sort of deal where cult fans slept outside the night before to get their hands on t-shirts and sneakers, which sold out in minutes. Both brands play into hip-hop and skateboard lifestyles and sell a range of streetwear and accessories from $80 to $1200.

The interior space is small but suitable to the amount of product stocked in the store. Everything from the baseline $80 tee shirts on up is merchandised as luxury products. On the first floor where you'll find Ice Cream, waffle cone sneakers are displayed in glass cases that resemble deep freezers you would find at an ice cream parlor. There is a curved tunnel of stairs that leads up to the second floor where Billionaire Boys Club merchandise is kept. The stars on the ceiling give a galaxy sort of feeling. Overall the vibe was definitely up there with the brands' core customers: cool and exclusive.