Jon Varvatos lays its musical card on the multi-channel table.
Cool by association as the brand immerses itself in the world of music. Green Day collaborate on fashion campaigns whilst Paul Weller performs exclusively in the Bowery Store. What the retailer lacks in genuine personality is more than made up for as it rubs up close to some of the most fashionable and eligable shoulders in Manhatten and beyond.
Are you associating your brand with the right people?
Is a little bit of them, rubbing off on you?
New York is awash with John Varvatos, from Converse collaborations to the distressed corners of Bloomingdales.
However on the eastside of the city discover the brand in its natural habitat lurking to surprise anyone passing The Bowery. The store is a temple to Rock ‘n’ Roll evoking the steamy atmospheres of underground clubs and crowded all night venues. The poster strewn walls evoke the great bands, reminiscing about historic improvised concerts and chance meetings with the hall of fame.
The store itself transforms into a venue with an intimate stage, set off with discarded instruments and the moodiest of lighting.
Is your heritage shining through the dust of the years?