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Varvatos Sticks to His DNA to Survive Fashion’s Vagaries

NEW YORK — The secret to success is to stay true to your own unique DNA and not be swayed by the whims of fashion.
That’s been the path John Varvatos has followed for nearly two decades since launching his eponymous brand in 1999.
In a conversation with Nick Sullivan, fashion director of Esquire, at the Fashion Group International’s Tastemakers breakfast at the Cosmopolitan Club here Tuesday morning, the designer said: “Brand DNA is everything to me personally. There’s fashion and then there’s style. Fashion is more immediate and of-the-moment, but style evolves and matures. I look at what we do as evolutionary, not revolutionary.”
In fashion, he said, many brands burst onto the scene, make a major splash and then burn out. But to survive and prosper in the long term, they need to stay true to their core mission and not alienate the customers who are drawn to their aesthetic.
“When you create product, hopefully you build a client base that has some loyalty,” he said. “My job is to continue to deliver interesting product that will compel them to spend their money.”
Varvatos said the fashion industry is a very different animal than it was when he started out. “It’s an interesting time

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Via:: https://wwd.com/menswear-news/mens-retail-business/varvatos-sticks-to-his-dna-to-survive-fashions-vagaries-1202905779/