John Varvatos Spring/Summer 2017 Fashion Show After Party


Featuring Tyler Bryant & The Shakedown 

– Follow the story at #DarkRebel –

July 15, 2016, New York, NY 
In a culmination of New York Fashion Week: Men’s, John Varvatos introduced his newest fragrance, Dark Rebel Rider, during a celebratory concert featuring Tyler Bryant and The Shakedown at his New York City Bowery store.

 The exclusive event was held immediately following the John Varvatos Spring/Summer 2017 Fashion Show on July 14th, as the last official event of New York Fashion Week: Men’s in partnership with the Council of Fashion Designers of America (CFDA). 

 “Dark Rebel Rider is an extension of the Dark Rebel fragrance collection, which originally launched in 2015. The fragrance is inspired by the bad-boy biker who walks to his own beat and has an edge but also doesn’t try too hard,” said John Varvatos.

Just like my clothes, the Dark Rebel Rider fragrance is iconic, timeless and represents a courageous attitude. It is a clear expression of a personality that defies the norm.”

The night featured a special performance by Tyler Bryant & The Shakedown, a band on the rise and specially selected by John Varvatos.

There to support the Dark Rebel Rider launch were musicians Machine Gun Kelly and Travis Mills, as well as actor Corey Hawkins and athlete/model Dale Moss.

The event also kicked off an exclusive visual week of John Varvatos Dark Rebel Rider at Bloomingdale’s


The highly provocative aroma of Dark Rebel Rider awakens a bold, adventurous perspective that simply cannot be ignored. The fragrance is the result of a long-standing collaboration between Varvatos and Givaudan Vice President of Perfumery, Rodrigo Flores-Roux.

“Dark Rebel Rider captures the heart and soul of rebelliousness and bad boy idols through ultra-sexy leather and ambery notes,” said Flores-Roux. “It is luminous but has incredible gravitas and depth; it is supple and sensual but delivers a punch. It is voluminous but never heavy, it is an extraordinary olfactive chiaroscuro.”

Fragrance Notes include: 

•Top Notes: Bitter orange and citron, saffron, marjoram and hyssop 

•Heart Notes:  Florentine iris roots, osmanthus absolute, black violet, rockrose resin, Somalian frankincense, Sumatran bark resin and Tolu balsam 

•Background: The fragrance was built around Russian Leather, one of the most luxurious leathers in the world and joins a comfortable background of cocoa bean absolute, vanilla extract, atlas cedarwood, patchouli, and tarred madras wood that exude a woodsy sweetness


Available now exclusively at Bloomingdale’s and other fine retailers beginning August 2016. SRP: 4.2 FL. OZ – $89


Launched in 2000 with a collection of tailored clothing and sportswear, John Varvatos now represents an entire men’s lifestyle that includes footwear, bags, belts, eyewear, limited edition watches, men’s fragrances, and John Varvatos Star USA Collection, as well as, Converse by John Varvatos.

The designer has been recognized three times by the CFDA with an American Fashion Award for New Menswear Designer (June 2000) and Menswear Designer of the Year (June 2001 and June 2005) and was honored as GQ’s “Designer of the Year” in 2007.

In October 2013, John released his first book entitled John Varvatos: Rock in Fashion, which documents the elements of rock style that are intrinsic in the music community.

Further rooting the brand in music, John Varvatos entered into a strategic partnership with Republic Records to formally launch John Varvatos Records in February 2014.

The collections are distributed in freestanding John Varvatos boutiques and better department stores throughout the world.

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Managing Editor & Photographer of the Fashion Maniac team

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