It’s the end of days for John Varvatos’ On This Day (OTD) stores, according to Yahoo News.
The clothing company has gone under less than two years after its launch, and less than three years after Varvatos’ namesake collection filed for bankruptcy. Because of the bankruptcy, OTD was not able to advertise that Varvatos was its chief designer.
OTD had maintained its flagship store at 8580 Sunset Blvd. in West Hollywood’s Sunset Plaza until last September.
OTD’s styles were more mature and sophisticated than the rock ‘n’ roll look Varvatos has been associated with. Varvatos came to prominence after being recruited by Calvin Klein in 1990 to head his menswear division. He then worked for Polo before starting his own collection in 2000.
The John Varvatos brand, no longer associated with the designer, re-located its West Hollywood storefront to 8742 Melrose Ave. earlier this month.
I hate to see that Sunset space vacant again. I hope somebody fills it soon.
The Store that replaced it is already gone. Was shocked walking the dog last night and it was GONE but I wasn’t surprised as everytime I walked by I saw 4-5 employees and maybe 2 customers at the max.
In terms of OTD I just think the marketing was off as Varvatos is known for dressing people like Billy Idol and OTD seemed more fit for Billie Eilish and Tyler The Creator. I will say the 5-6 pieces I have from OTD are very nice, the 2 leather jackets I have people constantly ask me where I got them.
The COVID pandemic really punched a hole in the OTD business.With people not able to go out or needing office wear during the pandemic, the stores lost steam and had to close. With businesses trying to recover from the pandemic and now having to deal with inflation,you will see more places close or move away.