A Quick Chit-Chat With John Varvatos

Having checked out his recently refurbished SoHo store last Friday, we thought it'd be fun to check in with John Varvatos himself. Here's what the award-winning menswear designer has to say about his stores and those famous rock star campaigns...

Your re-designed SoHo boutique looks great, though it differs greatly from your Bowery shop. Do you approach each store design differently?
Absolutely. With each of my eight stores, I consider the environment they're in and respect and build upon the intrinsic characteristics of that neighborhood.

What store design elements do you consider integral to the brand?
We use a combination of dark luxurious woods, heavy steel fixtures and framed rock 'n' roll photography to achieve a look and feeling of elegant masculinity. The patina on the wood and steel fixtures compliment finishes on the leather jackets and shoes.

Do you have a fave store among your eight national John Varvatos boutiques?
They are each like my children, so no, I do not have a favorite!

Your campaigns are famously cool, featuring rock icons like Iggy Pop and Alice Cooper shot by acclaimed music photographer Danny Clinch. What is it about musicians, specifically, that puts them at the forefront of your every campaign? Anyone you're looking to nab for future collections?
I have long admired musicians' brazen ability to eclipse society's ideals of gender and trends. The root [of their appeal] is the confidence and attitude.

Check out some shots of Franz Ferdinand looking sharp in John Varvatos's current Spring '09 ads. The Mister Softee ice cream truck brings a classic old-school touch to the campaign that we love.