August 2012

Launch of U.S.A. Boys

With the U.S.A. Boys Collection, the brand welcomes a new generation into the world of John Varvatos. The line has the distinctive downtown look and edgy sensibility familiar to fans, now scaled down for boys (ages 4-14) who want to strut their stuff in style. There is the same attention to detail, including signature dagger buttons and the iconic skull, peace sign and starburst graphics.

“Kids express themselves through their style just like adults do,” says John, “ and I think there’s a whole bunch of young guys out there who are connected to music and can relate to my aesthetic.”