The Greek-American designer who knows how to mix best clothes with music, has just opened the 21st store of his fashion empire in his hometown of Detroit.
Seen as a strange move by retail experts, the Varvatos store isn’t located at the wealthy Detroit suburbs but at the crisis-hit downtown of the City.
Although John Varvatos admits that this move may be risky, he says is both the connection he feels with the streets he grew up as well as business sense that helped him make the decision to open his first midwest store in Downtown Detroit.
“Look, I understand this town. My family still lives here. My brothers, they struggle in their business to make a living in their landscaping business,” he told Crains.
“They’ve struggled over the years here as things have been tough. But here’s the thing about retail in a city like this on a street like this: You need aspiration. You need tourists.”
He hopes that his move will attract other retailers to the City and also bring in Varvatos fans from around the area who are a “mixture of different people.”
“I don’t think there is a typical type of customer in our stores. It is a very different, broad and unusual mix of people with different cultures that buy our clothes,” Varvatos told Greek Reporter in a previous interview.
“There is the cool young guy type from East Village in New York, rock types, even older, a little bit conservative people in their fifties who want to have some relation with fashion and they like the materials we use to make the clothes. ”