updated 11/8/2007 3:05:00 PM ET 2007-11-08T20:05:00

Hey, ho _ let's shop.

The old Bowery home of CBGB is going upscale, with a John Varvatos menswear store opening in the dingy space that spawned bands like the Ramones, Television and the Talking Heads. The new outlet in the iconic location is set to open in March 2008, Varvatos announced Tuesday.

"There's definitely going to be a feeling that you've been there before," Varvatos said of the space at 315 Bowery, where the familiar CBGB awning hung outside for 33 years. "I want to create something with a little bit of the heart and soul from what was there."

Varvatos signed a long-term lease for the property, although details were not made public. The new store will have no affiliation with CBGB or the family of its owner, Hilly Kristal, who died in August.

"We're not recreating CBGB ... We're not exploiting the name," said the 52-year-old designer, who recalled seeing the Ramones in the now-shuttered club. The design for the space would make it a "rock and roll type of store," with live bands featured once a month and clothing designed specifically for the Bowery outlet, he said.

Don't expect ripped jeans and safety pins. Think more chocolate-washed corduroy button-front vests and nutmeg silk skinny ties, features of Varvatos' fall/winter collection.

His menswear line is closely associated with a number of musicians, including punk original Iggy Pop, Alice Cooper, Ryan Adams and Chris Cornell.

It's the sixth Varvatos outlet, joining two on the West Coast, one in Las Vegas, one in Manhattan and one in East Hampton.

John Varvatos is owned by VF Corp., which also owns JanSport, The North Face, Nautica and Eagle Creek.

Copyright 2007 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.


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