John Varvatos launched in 2000 his first collection of tailored clothing and sportswear. The designer now represents an entire men’s lifestyle that includes footwear, bags, belts, eyewear, limited edition watches, men’s fragrances, and John Varvatos Star USA Collection, as well as, Converse by John Varvatos. Recognized three times by the CFDA with an American Fashion Award for New Menswear Designer (June 2000) and Menswear Designer of the Year (June 2001 and June 2005), Varvatos was also honored as GQ’s “Designer of the Year” in 2007. In October 2013, John released his first book entitled John Varvatos: Rock in Fashion, which describes the elements of rock style that are intrinsic in the music community. Fashion and music collaborates with John Varvatos. His eponymous brand is rooted in music, to celebrate this artistic union, the fashion designer entered into a strategic partnership with Republic Records to formally launch John Varvatos Records in February 2014.
On July 15th, 2016 in New York, during New York Fashion Week: Men’s, John Varvatos introduced his newest fragrance, Dark Rebel Rider, during a celebratory concert featuring Tyler Bryant and The Shakedown at his New York City Bowery store. On the 14th July, Varvatos had presented his Spring/Summer 2017 Collection, as the last official event of New York Fashion Week: Men’s in partnership with the Council of Fashion Designers of America (CFDA). The 15th was an opportunity and an exclusive event to promote both the new collection and the new fragrance. Varvatos explained: “Dark Rebel Rider is an extension of the Dark Rebel fragrance collection, which originally launched in 2015. The fragrance is inspired by the bad-boy biker who walks to his own beat and has an edge but also doesn’t try too hard,” he then added : “Just like my clothes, the Dark Rebel Rider fragrance is iconic, timeless and represents a courageous attitude. It is a clear expression of a personality that defies the norm.” To rock the party, the event featured a special performance by Tyler Bryant & The Shakedown, a band on the rise and specially selected by John Varvatos. Supported by numerous musicians such as Machine Gun Kelly and Travis Mills, as well as actor Corey Hawkins and athlete/model Dale Moss, the Dark Rebel Rider Fragrance launch was a real success.
And what about the night’s queen ? The highly provocative aroma of Dark Rebel Rider awakens a bold, adventurous perspective that simply cannot be ignored. The fragrance is the result of a long-standing collaboration between Varvatos and Givaudan Vice President of Perfumery, Rodrigo Flores-Roux. “Dark Rebel Rider captures the heart and soul of rebelliousness and bad boy idols through ultra-sexy leather and ambery notes,” said Flores-Roux. “It is luminous but has incredible gravitas and depth; it is supple and sensual but delivers a punch. It is voluminous but never heavy, it is an extraordinary olfactive chiaroscuro.” A « bad boy » fragrance with notes including on top, bitter orange and lemon, saffron, marjoram and hyssop, and at the heart of this rebellious but sensitive perfume, few touch of Florentine iris roots, osmanthus absolute, black violet rockrose resin and Tolu balsam. A clever mix, which essence was built around the Russian Leather, one of the most luxurious leathers in the world. The fragrance joins a comfortable background of cocoa bean absolute, vanilla extract, atlas cedarwood, patchouli, and tarred madras wood that exude a woodsy sweetness.
For the lucky ones who live nearby New-York, the fragrance is only available now exclusively at Bloomingdale’s and other fine retailers will begin in August 2016. (Price/FL Indications : SRP: 4.2 FL. OZ -$89)