The store, which is located at 455 West Broadway, has a Space Age, ice-cream parlor feeling. There are clean white walls as a backdrop for the ice-cream sandwich benches, stainless steel ice-cream display cases that house the candy-colored sneakers and long racks of perfectly pressed T-shirts and hoodies. In the back, a pitch-black staircase, lit with tiny blue lights, takes customers to the second floor. On the upper level is where the Billionaire Boys Club merchandise sits. The floor is meant to look like the surface of the moon and the walls and ceiling are sprayed with multicolor stars, all on a dark blue background.

This is the third store for Williams and Nigo. Their first shop opened in Tokyo about two years ago and the second launched in Hong Kong three months ago. The design of the new space took about three months to put together, but that was after a long period of waiting for the stainless steel fixtures and specially made shelves to come in from Japanese manufacturer D-Brain.

Company executives said they expect first-year sales of about $3 million.

Williams said while he is proud of what he has accomplished with the building of these two brands, he remains cautious when it comes to expansion.

"We really want to concentrate on these three stores and our wholesale businesses now," he said. "In all of this, I am just a student, Nigo is the teacher. He has taught me that quality is so much more important than quantity, and you will not find better quality Japanese fabrics. You create a great quality product, design what you believe in, and the money will follow. That's what I've learned in all of this."