JOHN VARVATOS

GQ (Australia) - - THE SOURCE -

HE’S THE DE­SIGNER WHO BROUGHT ROCK ’N’ ROLL TO THE RUN­WAY – AND NOW HE’S BACK WITH A BRAND NEW FRA­GRANCE.

Fashion and mu­sic has al­ways been a good match. Think of the greats – Bowie, Prince, The Ramones or the Stones – and while their mu­sic made them suc­cess­ful, it’s their style that turned them into icons. This won’t come as news to Amer­i­can de­signer John Varvatos. Launch­ing his com­pany in 2000, he has long drawn on the world of rock ’n’ roll for in­spi­ra­tion. His cam­paigns have fea­tured the likes of Iggy Pop and Alice Cooper, and his New York store sits in the space that once housed leg­endary mu­sic venue CBGB. We caught up with Varvatos to talk fashion, mu­sic, and what to ex­pect from his new fra­grance.

GQ: Did you al­ways want to be a de­signer? John Varvatos:

No, I grad­u­ated from col­lege with a de­gree in sci­ence, and along the way I took some de­sign classes at The Fashion In­sti­tute of Tech­nol­ogy in NYC. That even­tu­ally led me to work­ing in fashion and de­sign­ing my own col­lec­tion.

GQ: How would you describe your la­bel? JV:

My brand rep­re­sents a unique point of view in Amer­i­can de­sign. It com­bines old-world crafts­man­ship and re­fined tai­lor­ing with mod­ern in­no­va­tions in tex­tiles and a rock ’n’ roll sen­si­bil­ity.

GQ: How has the mar­ket evolved since you first launched? JV:

There are now more ways than ever to shop and, of course, on­line is key. But our brand’s DNA and motto – ‘Ex­per­i­ment, but stay au­then­tic’ – has never changed.

GQ: Why did you decide to launch your first fra­grance, back in 2004? JV:

Our cus­tomers had come to em­brace our vi­sion of fashion and style, and it made sense to have a fra­grance that com­ple­mented our edgy point of view.

GQ: Tell us about the new scent. JV:

‘Dark Rebel Rider’ is a bold blend that’s un­de­ni­ably darker and more dar­ing. The scent is woody with notes of leather and am­ber that por­trays un­wa­ver­ing con­fi­dence and a rebellious spirit. Even the bot­tle, wrapped in black leather with gun­metal zip­per ac­cents, is unique and mas­cu­line.

GQ: Why does mu­sic work so well with fashion? JV:

The cre­ative spirit, elec­tric­ity and edgi­ness found in the per­sonal style of mu­si­cians is the true def­i­ni­tion of fashion. And they make fan­tas­tic, in­spir­ing part­ners.

GQ: Who have you been lis­ten­ing to lately? JV:

Hozier, The Struts and Amos Lee – to name but a few. John Varvatos ‘Dark Rebel Rider’, $115 (125ml), avail­able at Myer, David Jones and se­lected phar­ma­cies; john­var­vatos.com “THE CRE­ATIVE ELEC­TRIC­ITY OF MU­SI­CIANS IS THE TRUE DEF­I­NI­TION OF FASHION.”

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