The ‘alternative’ luxury menswear brand is celebrating its 25th anniversary by going back to where it all began.
John Varvatos has opened a flagship in New York City’s SoHo neighbourhood at 73 Wooster St., steps away from where it opened its first store in 2000. John Varvatos has a total of 23 locations, including 14 full-price stores and four outlet stores in the US.
The new, 3,200sq ft outpost features the brand’s full collection, including tailored clothing, leather jackets, footwear and accessories. It also boasts in-house tailors. The interior elements include antiques found in Paris flea markets and a combination of vintage and custom-designed furniture in leather, wood and steel. The space also features artwork curated by Morrison Hotel Gallery, which is known for its fine art music photography.
“These elements marry together, lending the space a masculine elegance that is synonymous with the American alternative luxury brand,” the company said.
