Snoop Dogg Gets His Smoke on in the Name of Fashion

Oct. 27 2008, Published 7:07 a.m. ET

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IN A WORD: TRILL Nigo, Swizz Beatz, Pharrell

Each piece of clothing from Billionaire Boys Club, the streetwear outfit owned by mega-producer Pharrell Williams and Japanese designer Nigo bears the tagline "Wealth is of the heart and mind, not the pocket." It's an interesting philosophy for a company that peddles silkscreen cotton tees for $100 and cotton hoodies for $350, but you charge what the market will bear, we guess. In any event, Pharrell and a host of his buddies celebrated the opening of their third BBC store in Soho last night (the other two are located in Tokyo and Hong Kong) before moving on to the requisite after-party at the Bowery Hotel.

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