In 1999, John Varvatos launched his eponymous label. Only months after his debut collection, Varvatos opened his first store in Soho. Music is accredited as the sole catalyst for Varvatos’s interest in fashion. His obsession with Rock ‘n’ Roll is apparent and plays a significant role in the expression of the John Varvatos brand. It was no surprise when Alice Cooper, Iggy Pop and Velvet Revolver appeared in a memorable campaign for the label. In 2001, Varvatos collaborated with Converse All-Star to create the much sought after laceless sneakers. Along with his menswear, womenswear, diffusion line John Varvatos Star USA and collaboration with Converse, the label is worth over $80 million.