John Varvatos announce the opening of their first ever European store in London’s Mayfair…

Amongst an array of gorgeous fashion boutiques and upmarket galleries and restaurants, Mayfair seems like a natural choice for John Varvatos’ biggest store yet, and his first one in Europe.

With a brand position that’s encompasses a hybrid of rock ‘n’ roll sensibility, age-old craftsmanship and modern invocation, Varvatos has become one of the most celebrated menswear designers in the industry, and his brand keeps going from strength to strength. His new store in London will certainly help to cement his brand as one of the most promising in menswear.

The interior of the aforementioned store promises ultimate luxury. Aside from an assortment of John Varvatos’ beautiful clothing pieces, it will include a selection of images, both familiar and unpublished, from some of the worlds most renowned music photographers as part of a partnership with Rock Paper Photo. Sourcing dramatic pieces from around the world, the store will also include 17th century carved wood mirrors found in castles in the South of France and bespoke fittings designed by John, who worked alongside an ironworker to create tables and fixtures featured throughout the store.

Inside this magnificent exterior, John Varvatos will offer clients a personal wardrobe service to provide refined tailoring and an advanced shopping experience. Special vinyl will also be sold in the store, a nod towards Varvatos’ love for music. So, to take a trip around the world through a selection of beautiful antiques, and to experience a unique shopping experience, check out John Varvatos’ first ever Europoean store…

Words: Ryan Cahill