It is nothing new that native New Yorkers are proud of their roots, proud to call The Big Apple home. This includes the luxury menswear brand John Varvatos, who has opened a brand new store in New York City’s SoHo neighborhood, coming in tandem with the release of the brand’s 25th Anniversary Fall/Winter 2025 Collection. The brand’s elegant, yet electric identity makes SoHo the perfect place to touch ground during such an iconic and legendary era.

The 25th Anniversary Collection promises to hold onto the roots and core identity of the brand through sophisticated and classy looks while embracing its niche in the rock ‘n’ roll scene more than ever before. It features revival pieces, modern and updated takes on brand staples, and even a new brand emblem woven into featured pieces while also seen on shopping bags and labels for the capsule collection. With such a special occasion at hand, each look is made to be as legendary as the rock icons they’ve collaborated with in the past. If it ain’t broke, don’t fix it, but make it grittier.

Furthering the brand’s longstanding essence of blending art, fashion, and culture, the new SoHo location includes a gallery of fine art and music photography for sale, curated by the Morrison Hotel Gallery. And now, twenty-five years later, John Varvatos is keeping the city rockin’.