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John Varvatos opens debut European store

US menswear designer John Varvatos opened his debut European store in London.

The 10,000 sq ft flagship store opened at 12-13 Conduit Street in London’s West End, in the former Belstaff unit.

Varvatos was there in person to open the store, which is the largest of his 20 stores, spread across the US and Canada. It will stock the full John Varvatos range including John Varvatos Star USA and Converse by John Varvatos.

Varvatos said: “Opening my first store in London is a dream come true. Since I was a young boy growing up in Detroit, London is the city I most wanted to visit and explore. My connection with it from my teens in the 70’s has been like no other.”

The ground floor of the three-floor store stocks the main John Varvatos Collection, sportswear as well as shoes and accessories. Upstairs is devoted to tailoring and formalwear while the basement is set aside for casualwear displayed alongside a music listening room and a stage which will be used for intimate gigs.

In partnership with Rock Paper Photo, a gallery of music photography is displayed at the rear of the ground floor, with all pieces available for sale.

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