Menswear designer John Varvatos has finally expanded his presence in Europe with the highly anticipated opening of his London store. The American designer, awarded ‘Menswear Designer of the Year’ at the 2013 CNN Style Awards, has opened the 10,000 square-foot store, his largest to date, ahead of the considerable label expansion planned throughout the continent.
The world of fashion and music joined forces for the celebration at the new Conduit Street, Mayfair base with appearances from Paul Weller, Jimmy Page, Iggy Pop and the Fall/Winter campaign model, Ringo Starr. In spectacular style, celebrities and special guests were greeted at the store opening by a JV London Routemaster Bus embellished with ‘#peacerocks’ along with a photo opportunity on the black carpet.
The new store conjoins the Varvatos heritage in uniting rock n’ roll and contemporary fashion in an old craftsmanship inspired, modern environment where both industries thrive together. Along with the largest custom Fender guitar shop in the world is also a dedicated gallery, in partnership with Rock Paper Photo, showcasing images focusing on iconic jazz, rhythm and blues and rock that are available for purchase.
Swedish rock band, The Hives, performed a secret concert on the lower level of the store, a space inspired by the John Varvatos Bowery store in NYC, also known to be the former home to the 70s music club, CBGB and considered the influential birthplace of the American punk movement. Guests were also entertained at the end of the night by sets including Paul and Hollie Cook, Adam Ant, Jamal Edwards, Kara Rose Marshall and Andy Fletcher.
As well as other John Varvatos boutiques from across the pond, customers can experience the complete world of John Varvatos, with collections available to buy including: John Varvatos Star USA, John Varvatos Collection, Ernst Benz by John Varvatos limited edition watches, Converse by John Varvatos, fragrances, rock-inspired jewellery and eyewear.