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Billionaire Boys Club and Ice Cream Opens in Soho

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When Pharrell Williams of the Neptunes hit the scene producing music for everyone from Mariah Carey to Snoop Dogg, he didn’t just bring along club-banging beats. He also made tight jeans, vintage-looking shrunken tees, and colorful kicks cool in the otherwise in-your-face-bling-dominated hip-hop world. Now Williams has teamed up with Nigo (the designer behind A Bathing Ape) to showcase his fashion in the first Billionaire Boys Club and Ice Cream store in the U.S. (the others are in Tokyo and Hong Kong). The first floor is Ice Cream: a candy-land of bright sneakers ($80 to $180) displayed in silver ice-cream tubs and fruity-colored tees (about $80) that hang along the walls of the red-and-white-checked nostalgia-tinged parlor. Travel up the trippy, glow-in-the-dark staircase to the space-agey second floor, where the more subdued Billionaire Boys Club line plays off a floor covered with a moon-surface photo print, a curved rainbow-star ceiling, and—what else?—an ice-cream-sandwich-shaped sofa.

Billionaire Boys Club and Ice Cream
456 W. Broadway, nr. Houston St.; 212-777-2225


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