Detroit-born, rock ’n’ roll-inspired menswear designer John Varvatos launched his own line in 2000 after years as a creative, innovative force at Ralph Lauren and Calvin Klein. He opened his first store in Las Vegas at the Forum Shops at Caesars three years later, but found a Vegas home closer to his heart with a “bowery” store opening at the Hard Rock Hotel. Downtown’s the newest place to find Varvatos’ signature refined yet casual, tailored yet raw styles, at the Las Vegas North Premium Outlets. Industry Weekly caught up with Varvatos by email to check in on the evolution of the brand.
Why is the Hard Rock such a great fit for you in Las Vegas? We opened at the Forum Shops in 2003 and the Hard Rock in 2009. Hard Rock has a different vibe and is merchandised with a more casual, rock ’n’ roll feeling.
When you started your brand, there wasn’t a considerable online industry. How do you keep the store experience alive and kicking in the digital age? Our stores continue to perform and grow. We are planning a number of new stores in the coming months in both the U.S. and around the world. Creating unique shopping experiences with great service is the key.
You’ve said music is your biggest design influence. Are there new artists that are changing the way you think about music or design, or are you focused more on classic artists and inspiration? Machine Gun Kelly was the face of our brand this fall. We have always crossed between classic and modern artists. It is the young artists that get the most excited about our brand!