Kanye West fans will finally be able to get their hands on a pair of limited edition trainers designed by the rap superstar today.
People have been queueing since Thursday night to bag one of just 50 pairs of his Adidas Yeezy Boost 350 black sports shoes at a London store.
The musician, husband of Kim Kardashian, is also a style icon for many and almost 100 people are lined up outside the Foot Locker store in London's Oxford Street ahead of the trainers going on sale.
Madhana Loredo travelled from Oxford at 7am on Friday to queue for the artist's limited-edition trainers.
"I personally wouldn't pay any more than £1,200, but people pay crazy money - I've seen some for £20,000," she said.
"Even if you don't get in your size, that's alright, you can keep it and make a lot of money."
Outlets throughout the UK will be offering the exclusive design and in London shoppers were made to register their contact details to get the chance to secure a pair.
West first penned a deal for his shoe range with Adidas in 2013 and the first 9,000 pairs of his Yeezy Boots sold out in 10 minutes.
Security guards outside the Oxford Street store said tempers became frayed after some queue-jumping and two people loudly argued in the street on Friday.
Another Kanye fan, Mo Abuelgasim, 20, arrived at 5am to join the crowd.
He said: "It was still pitch black when I arrived, people were camping out in tents, people brought chairs and food in advance - it was pretty hectic."
West performed in the UK in June, with his headlining slot at Glastonbury a much talked-about event.
His expletive-filled set saw a prankster invade the stage and the rapper elevated above the crowd.
He made clear what he thought of the controversy over his unlikely billing, telling the audience: "You are now watching the greatest living rock star on the planet."