By Cassell Ferere,Contributor,Pharrell Williams
Copyright forbes
KeemStudios [second from left] and Relly [right], at the Billionaire Boys Club Mantra Market.
Billionaire Boys Club. ALL RIGHTS RESERVED
Billionaire Boys Club and its SoHo retail footprint have been a catalyst for the next generation of streetwear enthusiasts and creators since its doors first opened on West Broadway in 2007. Now, the brand is nurturing that very generation in its latest New York City retail space on Mercer Street. During New York Fashion Week, the flagship store introduced its first-ever Mantra Market, an activation that highlighted creatives and artists shaping themselves into the next names in streetwear and fashion.
Arkyve rack at the Billionaire Boys Club Mantra Market.
Billionaire Boys Club. ALL RIGHTS RESERVED
Staging the Mantra Market at Billionaire Boys Club reimagined what Fashion Weeks could be, as an inclusive celebration of fashion as cultural luxury, and accessible. The event, held earlier in September of 2025, officially launched the week’s celebrations with a curated shopping experience. Guests explored racks of one-of-a-kind collections while mingling with the rising cultural tastemakers behind them.
Star Club Lifestyle at the Mantra Market at Billionaire Boys Club’s Mercer Street flagship redefined Fashion Week as an accessible cultural celebration, spotlighting emerging designers like SPRTYK, KeemStudios, and Arkyve while blending art, commerce, and community in Soho’s creative corridor.
Billionaire Boys Club. ALL RIGHTS RESERVED
True to the brand’s DNA, the evening blurred the lines between art, commerce, and community, offering a space where emerging designers could step directly into the spotlight. Instead of showcasing corporate trends, Billionaire Boys Club used its Platform and retail boutique to spotlight creativity, community, and the collective rise of voices that represent the future of style. Mercer Street’s presence in Soho’s lore is a cultural corridor where art, music, and fashion collide.
The Mantra Market at Billionaire Boys Club’s Mercer Street flagship redefined Fashion Week as an accessible cultural celebration, spotlighting emerging designers, blending art, commerce, and community in Soho’s creative corridor.
Billionaire Boys Club. ALL RIGHTS RESERVED
Among the featured Mantrra Market creatives was SPRTYK (@sprtyk), a Bronx native and multidisciplinary force behind Star Club, weaving together design, styling, and music, shaping culture on her own terms. KeemStudios (@keemstudios), a Brooklyn-born brand, showcased designs fresh off SZA’s latest tour. Arkyve (@arkyve_), whose crochet-rooted fashion label has quickly gained a following, with recent co-signs from Justin Bieber, Kai Cenat, and Jay Guapo.
The lineup of creatives and artists also included Relly (@disposable_relly), an NYC-based film photographer and event producer, who highlighted his Bodega Flowers project, recently profiled in Nylon and Office Magazine. Jewelry designer By Ibn (@byibnsadat) offered custom jewelry and grillz that merge artistry with craftsmanship.
The Mantra Market at Billionaire Boys Club’s Mercer Street flagship redefined Fashion Week as an accessible cultural celebration, spotlighting emerging designers like Went2YaHood, while blending art, commerce, and community in Soho’s creative corridor.
Billionaire Boys Club. ALL RIGHTS RESERVED
STFU (@stfuyoutalk2much) showcased a mix of gallery work, street art, and fashion through limited releases. Went2YaHood (@went2yahood) brought Harlem-rooted streetwear with strong community ties and collaborations with brands like Nike and GQ. Rounding out the talent was Dilly Rowe (@dilly.rowe), a London-born, NYC-based DJ whose presence reflected the soundscape fueling today’s streetwear culture.
The Mantra Market at Billionaire Boys Club’s Mercer Street flagship redefined Fashion Week as an accessible cultural celebration, spotlighting emerging designers like DJ Dilly Rowe.
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At its core, Mantra Market was designed to amplify New York City’s creative voices who embody Billionaire Boys Club’s ethos of individuality, aspiration, and cultural wealth. By opening the showroom to the public, the brand gave young designers not just exposure but the opportunity to connect with audiences in real time. The event’s collaborative spirit reflected the label’s long-standing mantra, as stated by founder Pharrell Williams over 20 years ago: “Wealth is of the heart and mind, not the pocket.”
The energy of the evening spilled out onto Mercer Street, reviving the raw excitement reminiscent of what once was Fashion’s Night Out.
Billionaire Boys Club. ALL RIGHTS RESERVED
The energy of the evening spilled out onto Mercer Street, reviving the raw excitement reminiscent of what once was Fashion’s Night Out, when the neighborhood once fostered an artistic freedom and community-driven creativity. A homecoming for streetwear’s cultural roots, the event was a reminder to New Yorkers that fashion week is as much about community as it is about fashion design and runway shows.
The energy of the evening spilled out onto Mercer Street, reviving the excitement reminiscent of Fashion’s Night Out, the Mantra Market at Billionaire Boys Club’s Mercer Street flagship redefined Fashion Week as an accessible cultural celebration.
Billionaire Boys Club. ALL RIGHTS RESERVED, Polaroid: Maria Acamiii
Founded by Pharrell Williams, Nigo, and Rob Walker, Billionaire Boys Club and its sister brand ICECREAM have long defined their community as much by values as by aesthetics. The Mantra Market is a continuation of this legacy, where creativity is constantly shifting the fashion landscape, retaining authenticity and community at the center.
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