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.

Pharrell, clad in a grey cardigan with a large "$" on the back, had the keys to his Ferrari Enzo looped to his belt. He claims not to drink, do drugs, or party (the same can't be said for many of the artists for whom he's produced Grammy-winning singles, most notably Britney Spears), but said that he was looking forward to "celebrating" at the after-party. "I'm usually a movie kind of guy. I like to sit at home with my mom and dad and watch, like, National Lampoon's Vacation," he told Radar. He also said that he's very into the field of "Neuro-Linguistic Programming" lately. We couldn't understand what he was talking about, but interested parties can read about it here. Sadly, he wouldn't comment whether or not the album he's rumored to be making with Kanye West and fellow skateboard-cum-rapper Lupe Fiasco is still in the works, or whether a third N.E.R.D. record was coming out, but he said to keep an eye out for something in the second quarter of 2008. You heard it here first!

The after-party resembled something out of a hip-hop video. Snoop Dogg and his posse chain-smoked blunts on the balcony, while Jermaine Dupri, who would have difficulty passing the height requirements of most amusement park roller coasters, danced with a number of women of loose moral fiber. Everyone else drank Hennessy. By 2 a.m. it was over and everyone went home, some even to their own beds.