John Varvatos Sirius XM Radio show 'Born in Detroit' debuts May 2
In my January profile of John Varvatos, I mentioned that the rock 'n' roll-smitten menswear designer was finalizing a deal to host a monthly radio show for Sirius XM Radio. That deal has apparently been finalized, and we've received word from the Varvatos camp that the show "Born in Detroit" (a reference to Varvatos, who grew up in Motor City) is set to launch on Sirius XM's Faction channel on Tuesday, May 5, at 6p.m. PDT with a live broadcast performance by punk rockers the New York Dolls (their new album "Cause I Sez So" drops that day) from Varvatos' 315 Bowery boutique -- which you may recall is the former site of the CBGB nightclub. (And don't bother trying to catch it live -- I'm told it's a private, invite-only affair.)
The first installment of "Born in Detroit" will air the following Sunday, May 10, at 5 p.m., then on June 7, the show will assume its regular time slot: the first Sunday of the month at 5 p.m. PDTon Faction, Sirius channel 28 and XM channel 52, with Varvatos hosting from the Sirius XM Radio studios in New York City.
Years ago, when I first met the designer, I remember him telling me how much the Converse collaboration helped propel sales on the John Varvatos side of his business, so it will be interesting to see how the brand extension fares when the designer's influences can be heard but not seen.
And yes, as I suggested in the earlier profile, Varvatos is no longer simply a global lifestyle brand -- he's an extraterrestrial one.
-- Adam Tschorn
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Photo: Designer John Varvatos, shopping at Los Angeles' Amoeba Music in October, 2008. Credit: Liz O. Baylen / Los Angeles Times.