JOHN VARVATOS NEW STORE
The first European store in London brings the brand's total of stores to 20 John Varvatos Enterprises is pleased to announce the opening of the first John Varvatos Store in Europe. Adding to a growing roster of retail locations, the first store in London brings the brand’s total of stores to 20. This latest incarnation is located at 12-13 Conduit Street in the Mayfair neighborhood of London. Known for its specialty shops and sophisticated attitude, Mayfair plays host to a vast array of upscale fashion boutiques, restaurants and galleries, all of which contribute to the ideal environment for the latest John Varvatos location. With over 10,000 square feet on three floors, the London store is the largest to date and will offer the full product breadth of John Varvatos’ menswear including John Varvatos Collection, John Varvatos Star USA and Converse by John Varvatos. “Opening my first store in London is a dream come true. Since I was a young boy growing up in Detroit, London is the city I most wanted to visit and explore. My connection with it from my teens in the 70’s has been like no other,” says Varvatos. With a unique brand position that unites a rock n' roll sensibility, old world craftsmanship and modern innovation, Varvatos has become one of the most well-known menswear designers in the world. His designs often draw inspiration from the past only to repurpose these ideas into something entirely new. The resulting collections reflect quality and attention to detail while creating luxurious, comfortable clothing for a modern lifestyle. Drawing from local architecture, the latest John Varvatos store showcases a classic London storefront from its columns to its cornice. The interior details of the ground and upper levels include white exposed brick walls, custom built-in wardrobes and antique hardware elements. Dark wood herringbone floors covered with hand-crafted carpets create intimate areas throughout, thus giving the client a warm and inviting shopping experience. Guided by his love for craftsmanship, John worked with an ironworker to design artisanal hand-forged items, including fixtures and accent tables that can be seen throughout the space. With an eclectic mix of antique and modern pieces found around the world, such as a repurposed antique French government filing cabinet, used as a display for footwear and accessories, and a twelve foot charcoal flannel mid-century couch, the store encompasses a chic Varvatos aesthetic. The ground level offers a luxurious well-appointed assortment of the John Varvatos Collection which is chosen to suit the cosmopolitan local with a focus on modern runway pieces, sportswear and footwear styles with artisanal details. The full line of Varvatos fragrances, eyewear, rock-influenced jewelry, and Ernst Benz by John Varvatos limited edition watches are also available round out the product offerings. In partnership with Rock Paper Photo, a dedicated gallery in the rear of the ground level features familiar and unpublished work from the biggest names in music photography, as well as rare intimate portraits and live-performance shots of music greats from the 1960’s through current day. Varvatos has curated a collection of images with a focus on iconic jazz and rhythm and blues greats for the London location – limited edition fine art prints, hand-signed by the photographers will be available for purchase. The area, flooded by natural light emanating from a large 6’ x 12’ skylight, is accented by a vintage wooden flat file cabinet, found in a London antique market and two stained glass windows salvaged from an old pub. Connecting the ground and upper levels, a curved floating stairway with dark oak slab treads is suspended by blackened steel rods, creating a semi-enclosed area. Additionally, two dramatic dandelion pendant light fixtures from the 1970’s pass through a large cutout illuminating both levels, the fixtures are a clear reflection of the store’s rocker-cum-gentleman feel. With a strong focus on tailored clothing and formalwear, the upper level greets customers with over 1,000 custom-made bronze convex mirrors covering the ceiling. Found in a castle in the South of France, an oversized 17th century carved wooden mirror, whose age is given away by its patina, stands 9 feet tall in front of the buildings bow windows that overlook the bustling city. Here a personal wardrobe service and made to measure program provides old world workmanship with refined tailoring and an enriched shopping experience. Through this, Varvatos delivers the ultimate in personalized styling, selection and service. The lower level encompasses a space where fashion and music can thrive together. Inspired by the John Varvatos Bowery store in the former home of CBGB’s, the seminal birthplace of the American punk movement, casual sportswear items such as denim, graphic tees, peace sign polo shirts from the John Varvatos Star USA collection as well as Converse from John Varvatos can be found here. An exposed white brick coffered ceiling, uncovered during renovation, gives the space a raw feel. A personal listening and buying experience lies behind red velvet curtains where a broad assortment of vintage and contemporary vinyl focused on rock and jazz. Audio equipment, from McIntosh, Marshall, among other deluxe audio equipment, will be available to sample and purchase. The Varvatos team has infused this new location with the elegance, character and patina long associated with the brand. The overall effect is subtle, with a richly textured, rough-hewn elegance establishing John Varvatos as the next true retail destination in London.
