This is a momentous year for John Varvatos as the brand celebrates 25 years in fashion. Now under the ownership of Lion/Hendrix Cayman Ltd, the label is thriving and making a bold return to SoHo, where it all began, with a new store at 73 Wooster Street.
“We’re bringing the brand back to SoHo where it belongs,” said Catherine Jobling, chief operating officer of John Varvatos and AllSaints. The 3,200-square-foot (297m²) space, set to open on September 10th, will be the largest and most sophisticated of the brand’s 17 stores and is not far from the original Mercer Street address. According to Jobling, the new space will showcase the full John Varvatos collection in an environment that perfectly captures the brand’s sophisticated yet edgy aesthetic.
Shoppers will find themselves immersed in a thoughtfully designed space featuring antique rolling shelves discovered at Paris flea markets and custom furniture crafted from leather, wood and steel. Persian rugs will adorn light brown wood floors, creating a striking contrast to white walls that exude masculine elegance.
The store’s 13-foot (4-meter) ceilings will accommodate bronze brick-patterned screens that will highlight seasonal collections, while cast-iron and wood tables will display merchandise throughout the space. Fitting rooms will feature antique mirrors and provide convenient access to in-house tailors.
The John Varvatos SoHo store will also feature a special 25-piece anniversary capsule collection titled “A Love Letter,” designed by Karl Aberg. This exclusive line features archival-inspired pieces updated with modern fits and fabrics, and includes both tailored and casual offerings.
The celebration extends beyond the store opening, with a press trip to Italy planned for May, where editors will visit Lardini, the company’s longtime suit maker since its founding. In June, a special dinner with key partners will take place during Milan Fashion Week Men’s, followed by the store’s launch party on September 9th, just before the start of New York Fashion Week.
Designer John Varvatos founded the brand in 1999 and filed for bankruptcy in 2020 during the pandemic. Lion/Hendrix Cayman bought the company for about $97 million USD, and Varvatos left the company. He now serves as Chief Design Officer for Under Armour.
With direct-to-consumer sales representing about 80 percent of the business through full-line stores, outlets and e-commerce, the new John Varvatos SoHo location signals confidence in the brand’s future while honoring its past.
