First Look: John Varvatos opens NYC flagship
John Varvatos is celebrating its 25th anniversary by going back to where it all began.
The “alternative” luxury menswear brand has opened a flagship in New York City’s SoHo neighborhood 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 U.S.
The new, 3,200-sq.-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. (Photos are available for purchase.)
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(Image courtesy of John Varvatos) -
(Image courtesy of John Varvatos) -
(Image courtesy of John Varvatos) -
(Image courtesy of John Varvatos)
“These elements marry together, lending the space a masculine elegance that is synonymous with the American alternative luxury brand,” the company said.
John Varvatos (the man) founded the brand in 1999, giving it a "rock ‘n’ roll edge." In its first years, it was part of Nautica Enterprises which, in 2003, was acquired by VF Corp. In 2012, VF sold a majority stake in the business to private equity firm Lion Capital.
The brand filed for bankruptcy in 2020 amid the pandemic and was purchased by Lion/Hendrix Cayman, which outbid WHP Global. Varvatos subsequently exited the company. In 2023, he was named chief design officer of Under Armour.
