Sep 24, 3, Hypes 2 Comments. Sep 19, 3, Hypes 2 Comments. Sep 9, 5, Hypes 0 Comments. Sep 8, 5, Hypes 4 Comments. A nostalgic fashion piece from the archives. Jul 22, 8, Hypes 8 Comments. The limited stock makes them highly exclusive fashion pieces that command relatively high prices. In the multi-platinum selling rapper and producer Jay Z, who likes to collaborate with Pharrell, announced that he would be going into partnership with the Billionaire Boys Club.
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And that blew my mind, I was like 'Wow! Nigo said 'Well, I will design it. He was just like 'Yeah, I'll do it. And then we used to hang out quite a bit in London and Tokyo and discuss music. We had similar music taste, and I used to help him out on of a kinda friendly level. So, I moved out to Japan and started working on other things such as opening the Ape store in New York. His original manager was Rob Walker, who I was friends with through just working in music business.
Rob was one of my close friends and we always talked about how we should find a way to work together at some point. I was running the label at Star Trak for a few years. I had a good relationship with him and his team so when we finally started talking about the clothing, we all decided that I should start focusing on the clothing and thats pretty much how it happened. When Pharrell wasn't touring, I found employment elsewhere.
When we started the Boys Club we weren't on the road. I just offered to fulfill web orders and wholesale orders and just sort of started working there because I needed employment and as we grew, we opened our own showroom and our offices in New York and I just started doing the sales and the press and PR stuff as the company grew.
Toby Feltwell: "Nigo and I met Pharrell. For some reason, there was a connection with someone who worked on the music side for Pharrell and he ended up using our studio. We met awhile after that and had dinner. They already had plans to do Billionaire Boys Club. When Pharrell saw what Nigo was doing, he soon realized they were on the same page and that Nigo could be interested in helping out on the brand. Nigo said 'Well I will design it. You need to send us some clothes. Nino and Pharrell had worked together for a couple ad campaigns at Zoo York.
A lot of people were very confused at the beginning because the prices were expensive but that wasn't necessarily because we wanted to have it very expensive. I think it was important to have that motto—"wealth is of the heart and mind, not the pocket"—in place so it can help with the press when people asked him about it.
It was simple to explain it. Nigo is a sage, an unstoppable force that will always continue to inspire. He talked to a bunch of graphic designers about a logo.
With that you can almost visualize and tell what the brand will be about it. I kind of took the vision, alongside of Nigo, and we knew what he was looking for. I pretty much described what they were looking for and it gave me no doubt. Pharrell was at some club at the time. So I ran down to the club and found him in the DJ booth and gave him the logo, and it was pretty much done.
That was pretty much a days worth of work, from deciding that we wanted to help Pharrell alongside of his brand. Pharrell lost it. He loved the artwork and before leaving Japan, either that next morning or the morning after they already had everything on paper, the full line design. He started a brand with a partner who already had a successful brand that was already almost 10 years old. I think that really helped. Pharrell also already had a good relationship with the fashion world on his own.
So I think when the two combined, people were very accepting to the fact that he was launching his own clothing. It made sense. Everyone was really supportive. Pharrell is not scared to make a left turn. He's not scared to make a difference. He's very involved and very passionate. I mean from the time we started our original business, it was all about making things he couldn't find.
He wanted to do what it is in his head. When the design office was in Japan, we would go to Japan about four times out the year to see samples, make comments, and just really work with the designer production team to get the line where Pharrell and Nigo were comfortable with.
That was pretty much a day's worth of work, from deciding that we wanted to help Pharrell alongside of his brand. T-shirts and polos; then people started asking about it. It was a fairly small first season, the first collection. We sold it to a showroom, we got orders for it and then we set up an e-commerce site and as soon as we set it live, we got like a thousand orders.
It was sort of like the goods showed up from Japan for all the wholesale orders and for our the webstore and it was a little overwhelming because you know we were working out of the basement store in Soho. It was hundreds of boxes of goods and [when] we go on the website and we got a thousand orders or whatever and we didn't have any experience in what we were about to endeavor.
It was a little overwhelming just the two of us. We had a few people and some friends come help here and there.
That night we saw logos for the brand…they were so excited that they couldn't even wait until the next day, they wanted to show it to us at the club. Not because, we were going to launch the brand, but because I just wanted to see that.
I wanted to present everybody with my world, because at that time, I was making Billionaire Boys Club stuff for myself. The quickest thing Nigo could make was sneakers and sweatshirts. As soon as Pharrell got it he started wearing them. Nigo came from Japan and went to Miami and brought like a bunch of T-shirts and sweatshirts so it was just perfect timing. It was the first time anyone ever saw it on that level, when the video came out.
Icecream was diamonds and money. Being that the short conversation with Pharrell and the description of what it meant to him, allowed them to create something within a few hours and they were so excited that they couldn't even wait until the next day, they wanted to show it to us at the club.
The logo was amazing. The building is incredible to have. The personal, the human faculty… That represents all these believers and supporters.
Like the army is so much more important and unbelievable. The store is like the by-product of all that great support. We opened our first flagship in Tokyo maybe eight or nine years ago. The New York store makes six years in November. The one thing similar with all the stores is that all of them have this old-school ice cream parlor style for the Icecream floor but when you go to Billionaire Boys Club, it was like you were going to space.
All three stores had that in common, you felt like you were being transported. Especially for me, a kid from the inner city, it was a culture shock. On top of that, to be on a skateboard, it was huge. Overseas skateboarding is huge. Nigo had Bathing Ape stores. I think it was always the goal to build a brand like that. Very simple. Like he is a kid at the end of the day.
He will always be a kid. We would have dogs on our crotch. Some of the sneakers had cigarettes and beepers on them.
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