Daily Front Row

2009 February 24

Varvatos' New Face

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(NEW YORK) John Varvatos may be closing his SoHo shop for two weeks for renovations, but not to worry: bigger and better things are coming for the brand. The landmarked building at 122 Spring Street will be redesigned by Gray Davis and Will Meyer (of Meyer Davis Studio Inc.) according to Varvatos’ concept. A two-story space full of vintage pieces and Paris flea market finds, the store is meant to evoke a living room, and will offer clothing and sportswear, belts, bags, footwear, eyewear, luxury skincare and fragrances (including one for women), and secondary collections John Varvatos Star USA Collection and Converse by John Varvatos.

But while the SoHo store will be closed, another Varvatos will open; the brand is opening an “in-store store” at Montreal’s Holt Renfrew, that will emulate the look of the 315 Bowery (former CBGB home) space. In addition, another 315 Bowery-style concept shop will open in Bloomingdales in several weeks. The 750 square foot space will house John Varvatos’ Star USA collection only, though a new space for the collection is also in the works on the department store’s designer floor.