Detroit is undergoing a renaissance, at least in terms of its reputation across the US. A few years ago, Eminem promoted Chrysler as being proudly from Detroit, a city that has been through it all, and John Varvatos now celebrates the place with a new store, opening with a VIP party featuring a live performance by Alice Cooper.
It’s no surprise, then, to learn that Chrysler had a hand in this party, too, and both Varvatos and Cooper are Detroit natives, proud that their city is emerging out of some of its toughest years.
The 600-strong ‘black carpet’ party, at which Cooper belted out ‘Nice Guy’, ‘Wheels’, ‘Billion Dollar Babies’, ‘Be My Lover’, ‘Lost in America’, ‘Dirty Diamond’, ‘Bite Your Face Off’, ‘Brown Sugar’, ‘Break on Thru’, ‘Foxy’, ‘My Generation’, ‘18’, ‘Poison’, and ‘School’s Out’, was hosted in association with Dan Gilbert and Bedrock Real Estate.
Other VIPs included model Kate Upton, Justin Verlander (Detroit Tigers), Michael Bolton, Nicole Curtis, Eric Ebron (Detroit Lions), Chris Chelios (NHL Hall of Famer), R&B and soul singer Dwele, Fiat–Chrysler top brass such as Al Gardner and Olivier François, Nate Forbes, Jim Ketai, Dan Mullen, Devin Gardner (NFL prospect) and Mojo in the Morning hosts Thomas ‘Mojo’ Carballo, Shannon Murphy, and Spike.
Varvatos introduced the evening in his home town, saying, ‘For me, this is more than a store opening celebration. It’s a kick-off celebration of things to come to the city of Detroit. The future is bright and it’s just the beginning!’
Cooper noted afterwards, ‘It’s great to be back in Detroit rocking out with John Varvatos.’
Gardner said in a release, ‘The Chrysler brand has a long-standing partnership with John Varvatos that has evolved over the years, so when he asked us to be a part of this event taking place in our own backyard, we immediately said, “Yes.”’ Chrysler showed off its rebodied 300 on the black carpet, helping cement its position as a Detroit icon.
Gilbert said, ‘The immeasurable energy felt in the store solidified that the arrival of J. V.’s iconic fashion and rock ’n’ roll brand in downtown Detroit is truly destined for success. With construction well underway for the M-1 Rail along the Woodward Corridor, combined with the rapid growth of retail, restaurants and tech companies opening in downtown Detroit, a grand celebration such as this one is the first of many more to come to Detroiters.’
The new 4,600 ft², two-storey store is located at a brownstone at 1500 Woodward Avenue, and is owned and managed by Bedrock Real Estate Services. John Varvatos’ full line of menswear is represented, including John Varvatos Collection, John Varvatos Star USA and Converse by John Varvatos.