In an inspired move, John Varvatos opens a new store in New York City on the Bowery in the venue that formerly housed the seminal underground music club CBGB’s. Much of the club’s interior, including the walls, are inscribed with graffiti and plastered with the original concert posters, stickers and band fliers. The brand retains much of the familiar atmosphere, with a black ceiling and theatrical lighting creating a dark, moody space.
“It’s a tribute to what CBGB meant to America and to the world,” says John. "But we're not building a mausoleum. We're gonna have concerts. We're gonna build a living, breathing rock 'n' roll store.”
John Varvatos keeps the heritage of this legendary site alive with the monthly concert series “Bowery Live,” featuring performances from both up-and-coming and established acts. Performers range from Guns N’ Roses, Alice Cooper, Slash, The Roots, The Wallflowers, Paul Weller and Black Rebel Motorcycle Club to countless local bands and artists.