Michigan native John Varvatos has returned to Detroit to open his first menswear store in the Midwest. (By Edward Cardenas)

By Edward Cardenas

DETROIT (CBS Detroit) – When native Michigander John Varvatos was scouting locations for a new store in downtown Detroit it was in the midst of the polar vortex in 2015.

The Allen Park-native was invited by Dan Gilbert, Founder and Chairman of Quicken Loans and Rock Ventures, to bring his namesake store which features sleek leather jackets, peace sign T-shirts, Converse X kicks, and other chic men’s items to Detroit.

The cold didn’t deter Varvatos who found a location on Woodward Ave. in the heart of the downtown, and is preparing to open a store in the midst of warm March day.

“I grew up in Detroit … it’s in my blood. There is a lot of pride there,” Varvatos told WWJ. “I was really blown away with the energy, the enthusiasm, the movement, and all the future plans and the immediate changes that were happening with the city. I thought, I want to be part of that.”

Varvatos is bringing his “rock & roll” inspired fashion to a new 4,000 square foot store opening Friday on Woodward at John R. in the Gordon Lloyd-designed Wright-Kay building, that was built-in 1891.

The store is located in a Bedrock Real Estate building located within the “Madison Block” – which is home to dozens of tech startups in Detroit.

“This is more important than just John Varvatos himself,” said Dan Gilbert, founder of Bedrock Real Estate Services, who believes other retailers will follow Varvatos into the city. “John actually committed his flag to downtown. He is a nationally acclaimed retailer and he is followed by many other retailers.”

Although it calls an area of Detroit known for technology innovation home, the John Varvatos boutique hearkens back to a more fashionable time on Woodward. The store is just steps from the former home of Hudson’s Department Store, and celebrates the historical brick and brownstone exterior of the Wright-Kay Building.

Behind the large windows which look out onto Woodward and John R., and showcase some of his collection, is a store which features an interior design inspired by Varvatos’ store in the former CBGBs in the Bowery in New York. While it has a similar black ceiling and theatrical lighting, the store has a distinct Detroit feel.

There are reclaimed light fixtures and shelving units from around Detroit. Photos of some of the greatest performers from Motown adorn the walls of the store along with local concert posters. Lyrics from KISS and Bob Seger are also painted on the beams on the second floor ceiling to add to the Detroit experience.

And by bringing his first store in the Midwest to Detroit, Varvatos hopes that he will be a catalyst for retail, and more, downtown.

“I want to help drive other people to downtown Detroit to reinvigorate what I saw as a kid growing up, walking Woodward Ave. with J.L. Hudson and all the other wonderful stores,” he stated. “I’d love to see it come back to that and be a vibrant shopping and tourist district as well.”