NEW YORK — If megaproducer and performer Pharrell Williams and his business partner, Japanese fashion designer Nigo, needed any proof of how well their new Billionaire Boys Club and Ice Cream shop might do, they got it Tuesday during an unpublicized preview day — all 100 pairs of a limited edition light blue Ice Cream sneaker sold out within minutes.

"We had about a dozen people sleeping outside on the sidewalk on Monday night," said brand manager Loic Villepontoux. "Then when I came in at 6 a.m. on Tuesday, there were about 40 people lined up to get in. It was madness."

The store was closed again on Wednesday and the official opening is today. The 2,000-square-foot store, which is spread over two levels, is the mastermind of Williams and Nigo, who collaborate on the design of the two apparel and sneaker labels. Both brands launched four years ago and are sold in high-end specialty stores worldwide, including Barneys New York and Colette in Paris. Billionaire Boys Club, Williams said, was born from his own "ghetto" aspirations.

"Everyone was talking millions when we started, and I said, 'F-that, I want billions,'" he joked of where the brand name came from.

Today, Billionaire Boys Club and Ice Cream (which is a play on hip-hop speak with ice meaning "jewels" and cream as "cash") are both high-end skateboard-inspired brands, with product wholesaling from $45 for a graphic T-shirt to $880 for a crystal-encrusted jacket. Reebok produces the Ice Cream skateboarder sneakers (or board flips, as they are known), but all other styles are produced in-house.

"When we started the brands four years ago, the dream was to open a store in Tokyo and New York," Nigo said, speaking through a translator. Besides his role with Williams, Nigo is also the mastermind behind the cult streetwear label A Bathing Ape. "This is really making the dream happen."

Ice Cream is the more playful of the brands, with colors like pastel pink, bright yellow and mint green splashed throughout the array of hoodies, T-shirts and sneakers. Billionaire Boys Club is the more mature label, with high-end Japanese denim jeans and embroidered logos on hoodies. The clothes are sized from XS to XXL, with the smaller sizes being geared to women. The sneakers are available in both women's and men's sizes.