Because they carry the BBC|Ice Cream (Billionaire Boys Club) product by Pharrell Williams amongst other brands. Review below "Designed to look and feel like an interrogation room, this hushed shop is part of a too-cool-for-school family of boutiques (its sisters are Goodfoot and Nomad. Visitors are greeted by a security desk and surveillance monitors; the caged stockroom shows off high-end streetwear labels, including coveted New York, British and Japanese brands.