Hotel Street will open on Soho’s Charing Cross Road on 19 April. The venue is named after the Honolulu district where the brand’s namesake Norman "Sailor Jerry" Collins lived before he died in the 1970s.
In the daytime, Hotel Street’s gallery will show the first UK display of restored artwork by Collins, an American tattoo artist associated with rock ‘n’ roll.
The brand – which spans music and clothing as well as rum – will sell its latest merchandise in a shop offering limited edition items which can’t be bought elsewhere.
In the evening Hotel Street will become a dive bar, offering Sailor Jerry cocktails and punk and rock ‘n’ roll gigs in an upstairs space. A film club every other Sunday will screen rock ‘n’ roll films and documentaries.
A blog post on Sailor Jerry’s website announcing the venue said: "We won’t do this again – don’t miss out."
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