11 hours ago | By WGSN Insider
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US menswear designer John Varvatos has opened his debut European flagship store on Conduit Street, which is once again emerging as an up-and-coming luxury hotspot. The 10,000sq ft store is the brand’s biggest to date and houses all of Varvatos’ lines over three floors, including the sportswear range Star USA and his ongoing footwear collaboration with Converse, along with fragrances, eyewear, jewellery and watches.
In a nod to the designer’s rock-influenced collections, the basement carries a selection of vinyl records and customised Fender guitars, while framed images of rock bands from the 60s through to today adorn the walls – with everything available to buy. The ground level offers the John Varvatos Collection, while the second floor is devoted to the brand’s tailoring offer and a made-to-measure service.
Over the last few months, Conduit Street has seen a number of new openings from luxury brands and international retailers, as the neighbouring Bond, Mount and Bruton Streets become oversubscribed and rents continue to skyrocket. Last month Conduit Street welcomed the first London store for MM6, the diffusion line from Maison Martin Margiela, as well as Diesel Black Gold’s second boutique worldwide. Earlier this year, Dior signed a record-breaking deal for a ready-to-wear and accessories boutique at number 16, while Jimmy Choo opened a store at number 19.
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