Bowery NYC opens at Las Vegas Hard Rock

New York City John Varvatos Enterprises said Wednesday it is adding its second John Varvatos Bowery NYC concept store to its growing roster of freestanding stores, bringing the total to 10.

The newest fashion-and-music boutique, opening in September, is located inside the newly renovated Hard Rock Hotel & Casino in Las Vegas. The 3,000-sq.-ft. space features a stage similar to the one in the New York City Bowery location, with top-of-the-line gear, including a backline provided by Gibson Guitars, Marshall amplifiers, Yamaha drums and Zildjian cymbals. The stage and equipment will be used not only for planned events such as the opening party, but also for impromptu jam sessions from visiting rockers, stars and shoppers alike.

“Beyond my vision of fashion, I feel like we’re also bringing a unique bit of rock ‘n’ roll culture to Las Vegas. We’ll be hosting great events like live concerts, record release parties and live broadcasts of my ‘Born in Detroit’ show on Sirius, so it will be a gathering place for both fans and artists,” said Varvatos.

In addition to all three John Varvatos brands (Collection, Star USA and Converse), the new store is the exclusive Nevada dealer of James Trussart guitars. The Bowery NYC store will also showcase vintage vinyl records and audio equipment, handcrafted rock-influenced jewelry, and vintage clothing, including rare denim, leather jackets, concert tees, belts and boots.