In late 1999, Varvatos started his eponymous fashion house, debuting his first clothing line at the end of 2000. The collection consisted of tailored high fashion wear, the brand now represents an entire lifestyle that includes belts, handbags, footwear, eyewear, limited edition watches, luxury skincare and fragrances (including one for women).

In September 2000, within months of showing his first collection, John Varvatos opened a freestanding boutique in Soho. The collection is currently distributed in all freestanding John Varvatos boutiques including the 315 Bowery boutique in the space that formerly housed the seminal underground music club CBGB. In addition, the collection is available in select luxury retail stores and better specialty boutiques.

In 2001, John Varvatos was licensed to create a line of high-end Converse All-Star shoes for the Fall/Winter Season that year. The designs were so well received that they have continued to acquire his talents to this day.

John Varvatos credits his early obsession with rock ‘n roll as the catalyst for his interest in fashion. A unifying theme in his design, it is deeply ingrained in all his efforts and evident in every expression of the brand. The memorable ad campaigns for the main collection—shot by Grammy-nominated music documentarian Danny Clinch—have featured such legendary icons as Iggy Pop, Alice Cooper and Velvet Revolver.

Music is also central to the brand’s philanthropic efforts, including the Save the Music Foundation that is dedicated to restoring instrumental music programs in schools around the country, and the annual Stuart House benefit that raises money for a treatment center for sexually abused children.

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