“If you walk around New York, men are usually wearing black, then white or gray if you are very happy,” said Jean “Johnny” Pigozzi, the French-born business mogul-turned-designer behind LimoLand. “I want to change that.”

LimoLand is a good place to start. The wildly colorful printed sportswear line is anything but black and white, and it now has a permanent home: a new boutique in the Meatpacking District in New York City, which Pigozzi (left) opened with a bash on Friday night. (Pigozzi says womenswear will be the next task to tackle on his agenda: “I am going to do hoodies and polo shirts and younger things, but don’t worry, I am not going to make ball gowns and silk clothes.”)

On Friday, the designer himself was sporting a bright blue hoodie from his line, and no sooner had a host of his famous friends—including Brett Ratner, Dasha Zhukova, Annabelle Dexter-Jones, and Bob Pittman—walked in the door than they were swathed in Technicolor. The clothes may be loud and the festive accommodations may have recalled a frat-basement bash—tequila shots courtesy of Casa Dragones and a burger dinner on offer at a self-styled dive bar across the street—but the spirit of the line is still plenty luxe. André Balazs, a poster boy for the label, traded his black sport jacket in exchange for a printed navy hoodie. “I was admiring it and I was just told it’s called ‘Hedge Fund,’ ” he said with a big smile.