John Varvatos spoke with WWD about the company’s past, present and his less-than-predictable plans for the future.
WWD: What was the John Varvatos brand concentrated on 10 years ago?
John Varvatos: We were caught up in the excitement of launching, and we launched big. We got a great response to our first runway show, and the business got off the ground very quickly. We’ve stayed true to its original handwriting, the brand’s personality, but still have grown…through all the ups and downs we’ve continued to grow and grow. We’re always looking for new ways to drive the business and the brand.
WWD: How would you describe the “John Varvatos guy?”
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J.V.: He’s a guy that’s not looking for big logos. He’s looking for simplicity and great design ethic. It’s about the little details, not anything big and gaudy. We’re never going to be a Dolce & Gabbana or a Chanel with big graphics. He’s the guy who’s looking for great style and high quality with great components and finishing details.
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WWD: How did the John Varvatos brand get involved with the rock ’n’ roll scene?
J.V.: The connection with music came about all of a sudden, and very organically. We became the place to go for musicians, whether they’re soft rock or heavy metal. From a fan standpoint, it’s superexciting.…It’s not like we set out with this marketing campaign vision that we were going to own rock ’n’ roll. That’s really been the biggest surprise. Something clicked with us and the music world, and it all gets down to credibility. We’re not faking it.
WWD: In what other direction would you like to grow the brand?
J.V.: I’m looking to branch into home accessories. Young people today, in their 20s or early 30s, are not excited by what they see out there. They don’t want to go to West Elm or Crate & Barrel for their apartment. I’ve done a number of things in that world already, but more for our stores. The look would not just be about rock ’n’ roll — there is a core soul to it. It’s more about the eclectic-ness that we do.
WWD: Where do you envision you’ll be for the John Varvatos 20th anniversary?
J.V.: I want to be on a beach with my team celebrating my 20 years, just the fact that we made it 20 years. Right now, I’m more concerned with the business end of it: sticking to our handwriting and our personality, and owning what we do.…I’m trying not to take my eye off of one year at a time. It’s one of the reasons we’ve come through the downturn and out quickly, because as a brand we’re focused on the customer and not getting caught up [with anything else]. We want to be better every season, and better than ever in 20 years.