Sometimes, you’re couch potato-ing with a 60 pound boa constrictor. Others, you’re squealing a custom 3000cc Chrysler across the crunchy Detroit pavement. And there’s times when you’re lunching with the Lardini family inside their esteemed tailored clothing factory in Portonovo, Italy, sipping the region’s notable sparkling Vernaccia di Serrapetrona and learning about lapels.

In some of these instances, you’re Alice Cooper or Ringo Starr. In another, you’ve been invited by luxury menswear brand John Varvatos on the occasion of its 25th anniversary to the aforementioned site of its manufacturing. There, you’ll meet recently appointed Creative Director (and remarkably, the brand’s first employee) Karl Aberg. You’ll also consume an edible toothbrush mid-meal at a local haute cuisine waterfront restaurant, and later let the pearly pebbles of the Adriatic saltily stick to your back til they fall one by one following an afternoon spent in sea and sun.

Whatever the scenario, the message remains true: push the limits of life, enjoy the ride no matter what it presents, and look damned good while doing so. This is John Varvatos, where legacy coolly lets loose, where the concept of who is “rockstar,” “rebel,” “animal tamer” or even the former’s “documentarian” is as subjectively fluid as the brazen red sun setting over the Marche region’s ruggedly picturesque coast—provided there’s always unyielding attitude.

It was a lovely tour and an even lovelier group of media meanies made gentle for a few days. What’s best? That the brand that exploded two and a half decades ago is still piloting the often unforgiving and curiously complex behemoth that is the fashion industry—with a new flagship in Soho NYC in the works and a series of global happenings to commemorate the silver anniversary afoot—with an exceptional standard of quality and an achingly confident flair. It all hits you like a Big Muff distortion pedal at a sold out arena show with KISS: intense. But it’s also sorta, I dunno, heartwarming and ephemeral.

I chatted with Aberg after getting back from Europe and wondering why that all hadn’t lasted just a little bit longer. In adjacency are a handful of iconic campaign images captured over these hard fought and ever-evolving years, lensed by Danny Clinch and always daring us to keep sharp the proverbial teeth.

What about the John Varvatos brand is particularly exceptional or unique to you?

The John Varvatos brand stands out in the menswear industry due to its unique blend of an eclectic, rebellious spirit with a deep appreciation for old-world artisan techniques and traditional menswear detailing.

Our styles carry history and legacy; they are beloved by our customers and continually inspire us to reinterpret and re-fabricate them—serving as a bridge from the past to the future, which reflects our ingrained desire for quality, functionality, beauty, form, attitude, and confidence.

I was fortunate enough to be John Varvatos’s first employee and to work by his side as he shaped the brand’s vision from its inception.

What about the “Made in Italy” process and your many years of work with the facilities in Portonovo is special?

I remember very well my first visit to the factory in 1999, and it was truly powerful to return this year and witness its incredible growth and achievements. It has evolved from a small, informal tailored clothing maker into a state-of-the-art, high-quality facility where every aspect, from product creation to staff treatment and environmental responsibility, is meticulously considered.

Working with Italian craftsmen who possess incredible knowledge and deep passion for their work makes the experience particularly special. For me, it has also been a continuous learning process, fostering a strong sense of belonging to the same community as the factories we work with as we collaborate more closely with our partners. Knowing that this factory represents the pinnacle of “Made in Italy” and global tailoring quality, and hearing the inspiring story of the brothers who started it with nothing in their youth, now employing half the population of their village, instills in me deep respect.

How do you define legacy?

Legacy is about impact and impression, perhaps influencing an individual, a group, or future generations. I believe the legacy of a person, product, or brand cannot be faked or manufactured; it must be earned, honest, and shared with others to truly resonate. Legacies can be fragile if not nurtured and treated with respect and honesty. John built a beautiful legacy from his dreams and passion 25 years ago when he created this brand. It is an honor for us to be here today, acting as custodians of what was initiated a quarter of a century ago.

In 2025, how would you characterize the spirit of rock ‘n’ roll?

I firmly believe the spirit of rock ‘n’ roll is very much alive and well in 2025! In a world filled with constant buzz, rock ‘n’ roll still holds a significant place and purpose. Rock ‘n’ ‘roll will never die. Music will never cease to be a major influence on me and the brand and it’s refreshing to see so many emerging musicians embracing the rock ‘n’ roll sensibility. 

What do you feel is currently missing in the fashion industry?

I’m not entirely sure what’s missing in the fashion industry, but I would hope the industry could prioritize reducing waste and focusing on being beneficial for future generations. As in any business, not just fashion, perhaps we could all be kinder to one another.

What are you excited about that is forthcoming with the brand?

This year, 2025, marks our 25th anniversary as a brand, which I find truly incredible, and I am incredibly excited for the future! Twenty-five years ago, I probably wouldn’t have dared to dream we’d be here today, but now I’m inspired to dream even bigger. As a brand, we have so much to offer. In the near future, we have several exciting opportunities for business expansion, including a new flagship opening in NYC’s Soho and potential international growth.

Creatively, I’m excited to see how our vision will shape the development of our aesthetic as we continue to hone our DNA and our craft. We will continue working with inspiring, talented, and passionate factories and team members, moving forward with the times. In many ways, we are still refining and recalibrating the same design language that we envisioned and developed from day one.