Details are sketchy, but expect a bit of bling and the usual logoed Ts and outsize 'streetwear', especially since Williams is collaborating with cult Japanese brand A Bathing Ape and sportswear giant Reebok.

Fashionistas may scoff, but celebrity backed lines are serious business. P Diddy's Sean John brand scooped the Designer of the Year award in the USA this year, and has a turnover large enough to make even the giant Italian brands sit up and take notice.

Damon Dash's Roc-A-Wear line is similarly ubiquitous, while Beyoncé is also about to launch a range of clothing, which, one imagines, if it's modelled on her stage outfits, will be highly profitable since fabric costs at least will be negligible!

Saying that, look out for the New Urban Junkies Couture collection - coming soon.

Billionaire Boys Club
Or beat the rush and order a BBC T here

SOC