Known for fusing rock 'n' roll with fashion—which comes from a lifelong passion for music, as well as enduring friendships with rockers such as Iggy Pop, Franz Ferdinand and Alice Cooper, who feature in his advertising campaigns—John Varvatos quickly became known as a designer who could add some edge to a classic wardrobe. Eyewear launched in 2006 and has been a wild success.
"The whole rock 'n' roll thing has changed. People used to think of it as black leather; today musicians dress differently... It's now about beautiful masculine clothes."