INCA Productions closed down Conduit Street in central London for the highly anticipated flagship store launch of American fashion icon John Varvatos.

Guests including Ringo Starr, Iggy Pop, Paul Weller, Adam Ant and Jimmy Page were entertained with a DJ set by Jamie from the Klaxons followed by an outrageous performance by Swedish rockers, The Hives.

A full size London double decker bus emblazoned with John Varvatos branding toured London before parking up on Conduit Street. The bus was adjacent to a step and repeat board and a striking black carpet leading guests into the store. Attendees were encouraged to embrace social media platforms with the hashtag #peacerocks with Varvatos donating $1 for each hashtag.

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