The 10th anniversary of the brand is cause for celebration. A landmark ad campaign creates a visual tapestry of the heart and soul of the brand and pays homage to John’s heroes. An all-star lineup of musicians features 39 artists, many of whom have been part of the historical ad campaigns. Included are musicians—from Robert Plant to Lenny Kravitz to the New York Dolls—who have influenced and supported the company during its journey, and performed at countless store openings and charity benefits. The campaign is featured nationwide in all John Varvatos store windows, in outdoor ads around the country and in international publications.
“It’s about friends and family,” says John, “and bringing together all of the artists who have been in our campaigns or encouraged us along the way.”
The artists, shot by frequent collaborator Danny Clinch, are Clem Burke, Dave Kushner, Handsome Dick Manitoba, Duff, Wayne Kramer, Slash, Scott Weiland, Citizen Cope, Matt Sorum, Rick Nielsen, Robin Zander, Tom Peterson, Bun E. Carlos, Billy Morrison, Glenn Hughes, Robert Plant, Peter Frampton, Alex Kapranos, Nicholas McCarthy, Bob Hardy, Paul Thomson, Ian Hunter, David Johansen, Sylvain Sylvain, Jesse Malin, Chris Cornell, Iggy Pop, Dave Matthews, Frank Beard, Billy Gibbons, Dusty Hill, Alice Cooper, Jimmy Page, Ryan Adams, Perry Farrell, Lenny Kravitz, Dave Stewart, Dave Navarro and Joe Perry.
John Varvatos also hosts a special concert at the Bowery NYC store, with performances from ZZ Top, Alice Cooper, Perry Farrell and more.