John Varvatos Artisan

John Varvatos was closely involved with every step of the development of the ARTISAN fragrance, which bears the imprint of the brand: the finely wrought details, the signature mix of old world craftsmanship, and the sophistication of modern technique.

According to the designer, “Every aspect of [the] ARTISAN [fragrance]—from the carefully calibrated elements that comprise this unique scent to the handwoven flask that contains it—reflects the artisanal hand.  The result is a truly timeless quality, one that evokes both my respect for the past and my vision of the future”.

John’s clothing design often references history as a point of inspiration, creating from it something entirely new.  While conceptualising ARTISAN, he set out to create a fragrance that would embody a sense of craftsmanship yet still exude modernity.

John Varvatos ARTISAN is redolent of the invigorating, untouched smell of nature.  Fresh and intriguing, it conveys the freedom of a long summer weekend; the experience of the great outdoors in its purest, simplest form.

The ARTISAN bottle was inspired by the clean lines and casual elegance of a traditional flask.  Its profile echoes the contemporary silhouette of the John Varvatos Collection fragrances but, as with all John Varvatos fragrances for men, different textures create a striking new design.  Handwoven rattan in a rich caramel colour encases the flask, giving each bottle its own eclectic character.  The metal cap with an antique blackened finish features a debossed logo.  The result is an unmistakable sense of crafted luxury that exudes its own unique charm.

Once again, John Varvatos partnered with Rodrigo Flores-Roux of Givaudan to create this signature scent.  A masculine, contemporary and very personal take on the citrus theme, John Varvatos ARTISAN represents a merging of the classical citrus and herbal tonalities used in a traditional Eau de Cologne.  The fragrance delivers a new riff on this classic theme, reinventing that familiar "splash" feeling by blending state-of-the-art, abstract perfumery notes for a refreshingly modern twist.

THE FRAGRANCE:

Top Notes:  The scent opens with an electrifying citrus explosion.  Sicilian Clementines mix with Juicy Tangelo Fruit from Florida, adding extra fizz to the festive smell of Mexican Winter Mandarin Oranges. Toned and taut herbal accents of Wild Thyme, Marjoram from Spain and Greek Lavandin peek through.

Heart Notes:  The heart of the fragrance is as innovating as it is inviting.  It features solar floral notes of Indian Murraya, the generous Orange Jasmine tree, never before used in a masculine scent.  An interesting Trio of Ginger extracts provides an element of surprise: tingling Fresh Cut Ginger Roots from China and warm, mouth-watering Nigerian Ginger Absolute join the intriguing character of Purple Ginger, a Givaudan exclusive development.
Background:  In the background, an ultramodern, abstract woody harmony supports the ongoing freshness.  Givaudan's own woody specialties, Kephalis and Georgywood®, join captive materials such as ambery Belambre® and musky Serenolide®, providing a high-tech finish that is both smooth and powerful.

THE COLLECTION:
John Varvatos ARTISAN, EDT Spray 75ml RRP$133
John Varvatos ARTISAN, EDT Spray 125ml RRP$175

Available exclusively at selected Farmers stores from 7 November 2014.



COMPANY OVERVIEW

John Varvatos is a brand that occupies a unique place in the landscape of American design.  It unites old world craftsmanship and refined tailoring with modern innovations in textiles and a rock ‘n’ roll sensibility.  Launched in 2000 with a collection of tailored clothing and sportswear, the brand now represents an entire lifestyle that includes belts, bags, footwear, eyewear, limited edition watches and fragrances as well as the younger, edgier John Varvatos  USA collection.  A wildly successful collaboration with Converse gave rise to reinterpreted versions of the classic Chuck Taylor All Star and Jack Purcell sneakers, including the creation of the John Varvatos Laceless Chuck Taylor.  In Fall 2006 the partnership with Converse led to the launch of a full collection of athletic, punk and vintage-inspired sportswear for men.

Inspired by the passion, creative spirit and deeply original style of talented musicians, 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, Jimmy Page, Velvet Revolver and Willie Nelson.  These strong characters and their eclectic personal styles lend a fresh perspective and timeless relevance to John Varvatos’ authentically detailed clothes.

Music is also central to the brand’s philanthropic efforts, including VH1’s Save the Music Foundation which is dedicated to restoring instrumental music programs in public schools around the country and the annual Stuart House benefit that raises money for the treatment of sexually abused children.  What began as a small in-store event in Los Angeles 10 years ago has become an outdoor concert that closes down Melrose Avenue.  Past years have featured Cheap Trick, ZZ Top, Dave Matthews, as well as Steven Tyler and Joe Perry of Aerosmith.

John Varvatos has been recognised by the CFDA with the Perry Ellis Award for New Menswear Designer in 2000, and as Menswear Designer of the Year in 2001 and 2005.  In December 2007, he was named GQ magazine’s “Designer of the Year” for its 12th annual “Men of the Year” issue.  He was honoured as Menswear Designer of the Year at the 10th Annual Style Awards in September 2013.  In October 2013 John released his first book entitled, John Varvatos: Rock in Fashion, which documents the elements of rock style that have embodied the music community for decades.  Most recently, John Varvatos has entered into a strategic partnership with Republic Records to launch John Varvatos Records in February 2014.

The collection is currently distributed in freestanding John Varvatos stores across the US including the 315 Bowery boutique in the space that formerly housed the seminal underground music club CBGB’s.  In addition, the collection is available in luxury retail stores and better specialty boutiques throughout the world.

THE MAN BEHIND THE BRAND

John Varvatos grew up in Detroit - the music melting pot of America - where Motown, rock & roll, blues, jazz, and punk melded together in an unforgettable period of music history.  At an early age John was exposed to defining musicians including The Who, Led Zeppelin, Detroit’s own MC5, Alice Cooper, Bob Seger, and The Stooges.  The creative spirit, electricity and edginess intrinsic in the personal style of these rock ‘n’ roll icons inspired John and influenced the evolution of his eclectic sensibility.  This can be seen as a unifying theme in his design and it is deeply ingrained in every expression of his brand, which includes his famed 315 Bowery boutique in New York City, formerly the seminal underground music club CBGB’s.  Here, Varvatos pays tribute to the musical heritage of this legendary site.

With a unique brand position that unites a rock n' roll sensibility, old world craftsmanship and modern innovation, Varvatos has become one of the most well known menswear designers in the world.  His designs often draw inspiration from the past only to repurpose these ideas into something entirely new.  The resulting collections reflect quality and attention to detail while creating luxurious, comfortable clothing for a modern lifestyle.  “I have a great reverence for the craft of old world tailoring, but a big part of what I love designing is functional, timeless clothing that is created to be lived in.”

John Varvatos joined Polo Ralph Lauren in 1984.  Recruited by Calvin Klein in 1990, he was appointed Head of Menswear Design and oversaw the launch of the men’s collection and the influential cK brand.  In 1995, he returned to Polo as Head of Menswear Design for all Polo Ralph Lauren brands and created the highly successful RLL, Black Label and Polo Jeans Company.

For Fall/Winter 2000, John launched his premiere men’s collection and in the same year was recognised by the Council of Fashion Designers of America (CFDA) with the Perry Ellis Award for New Menswear Designer.  He received a second CFDA award for Menswear Designer of the Year in 2001; this successive honour was an unprecedented achievement in this category.  In 2005, John was once more recognised by the CFDA with the Menswear Designer of the Year Award, and in 2007 GQ magazine named John “Designer of the Year” in its 12th Annual “Men of the Year” issue.  In September 2013, he was honoured as Menswear Designer of the Year at the 10th Annual Style Awards during NY Fashion week.

In October 2013 John released his first book entitled, John Varvatos: Rock in Fashion, which documents the elements of rock style that have embodied the music community for decades.  Most recently, further rooting the brand in music, John Varvatos has entered into a strategic partnership with Republic Records to launch John Varvatos Records in February 2014.

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