Rapper Pharrell Williams’ men’s streetwear brands Billionaire Boys Club and Icecream have opened their first permanent store in Europe, in London’s Carnaby.
The 800 sq ft store at 36 Marshall Street is divided by the two labels, with the BBC section featuring its signature Starfield pattern and the Icecream section decked out to look like a 1950s ice cream parlour.
The store offers spring 15 collections from both brands, as well as exclusive LDN T-shirts and caps from BBC and exclusive Pharrell Williams products including Adidas and Comme de Garçon collaborations.
It will also reintroduce Billionaire Girls Club products this summer.
It follows store openings in New York in 2007 and Japan in 2012.