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Menswear fashion designer John Varvatos opens a new boutique
10 Apr '08
4 min read
John Varvatos Enterprises has opened the doors to its newest location at 315 Bowery in New York City, a space that formerly housed the seminal underground music club CBGB's.
Varvatos pays tribute to the music heritage of this legendary site, which dovetails with his personal passion for rock & roll that is often expressed in his acclaimed menswear collections.
The 3,300 square foot space was turned over to John Varvatos virtually empty save the four walls, and the choice was made to leave what remained essentially intact. The footprint of the storefront is relatively unchanged.
The new awning echoes the shape as the one known to club goers. Inside, the walls remain untouched and are still inscribed with graffiti and plastered with the original concert posters, stickers and band fliers.
The vibe is also familiar, with a black ceiling and atypical theatrical lighting creating a dark, moody environment.
An enthused John Varvatos reveals, “I am beyond excited about this new concept store at 315 Bowery. The space itself has such an amazing history and we intend to do it right by making this store a cultural experience for all rock music lovers.
We will have an amazing collection of memorabilia, vinyl records and the finest selection of vintage 1970's audio equipment in NYC. We will also host concerts for up-and-coming artists through an artist development fund.
As CBGB's was a unique arena for the music scene, this store will be the same for fashion and rock & roll. They have always been intertwined and here they will live together!”
“Walking around the Varvatos space at 315 Bowery just confirmed for me that energy doesn't disappear, it only gets transformed, you can feel it – all over the place!” said Arturo Vega, the Ramones Creative Director, who has lived around the corner from the club since 1973.
As with every Varvatos-curated space, furnishings and fixtures are largely found objects and vintage pieces that exhibit a distinct character and the patina of authenticity.
Varvatos pays tribute to the music heritage of this legendary site, which dovetails with his personal passion for rock & roll that is often expressed in his acclaimed menswear collections.
The 3,300 square foot space was turned over to John Varvatos virtually empty save the four walls, and the choice was made to leave what remained essentially intact. The footprint of the storefront is relatively unchanged.
The new awning echoes the shape as the one known to club goers. Inside, the walls remain untouched and are still inscribed with graffiti and plastered with the original concert posters, stickers and band fliers.
The vibe is also familiar, with a black ceiling and atypical theatrical lighting creating a dark, moody environment.
An enthused John Varvatos reveals, “I am beyond excited about this new concept store at 315 Bowery. The space itself has such an amazing history and we intend to do it right by making this store a cultural experience for all rock music lovers.
We will have an amazing collection of memorabilia, vinyl records and the finest selection of vintage 1970's audio equipment in NYC. We will also host concerts for up-and-coming artists through an artist development fund.
As CBGB's was a unique arena for the music scene, this store will be the same for fashion and rock & roll. They have always been intertwined and here they will live together!”
“Walking around the Varvatos space at 315 Bowery just confirmed for me that energy doesn't disappear, it only gets transformed, you can feel it – all over the place!” said Arturo Vega, the Ramones Creative Director, who has lived around the corner from the club since 1973.
As with every Varvatos-curated space, furnishings and fixtures are largely found objects and vintage pieces that exhibit a distinct character and the patina of authenticity.
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