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John Varvatos celebrated the launch of his Bowery NYC store concept at Holt Renfrew in Montreal on Wednesday, complete with a live performance by Montreal-based band The Stills.
The menswear brand first debuted the rock ’n’ roll concept when it took over rock club CBGB’s retail space last year. The store now hosts concerts and sells vinyl records, in addition to Varvatos’ clothing and footwear collections.
The Holt Renfrew shop-in-shop boasts vintage concert posters, album cover art and record-release flyers along the walls, and vintage Persian rugs and washed purple velvet curtains. The space, which launched at Holt Renfrew earlier this year, carries both the John Varvatos Collection and Star USA line.
“We are thrilled with the Varvatos 315 Bowery concept space in our store,” Lanita Layton, VP of menswear at Holt Renfrew, said in a statement. “John’s passion for rock ’n’ roll is often expressed in his collections, and we were excited to be able to share that passion with an event that gave our customers the experience of meeting John and seeing The Stills live in our store.”
Varvatos told Footwear News that the concept will expand again later this year in a location yet to be announced.