Forever dedicated to the art of effortless, edgy luxury menswear, John Varvatos is releasing a 25th-anniversary collection inspired by the brands New York roots along with opening a store in Soho, the shopping center of downtown Manhattan. The Fall/Winter 2025 “A Love Letter” collection is straight from the heart of John Varvatos’ rock ‘n’ roll-influenced past.

John Varvatos reflects on its storied pastt by reimagining items, including a direct reincarnation of the Ellwood shearling coat first seen on the brand’s Fall 2000 runway. Additionally, the Woodward soft jacket returns, a staple piece worn by celebrities like Daniel Craig, Howard Stern, Ringo Starr, and John Legend. Silver accents and foil finish across the collection add to the rock ‘n’ roll energy John Varvatos curated over the years. 

Along with the callbacks to the past, John Varvatos also opted to include some new elements. The collection is debuting a new emblem, inspired by medallions and hallmarks, that intertwines two J’s with filigree over a V. The new symbol manifests in different ways all over the anniversary collection, emblazoned on the chest, embroidered onto graphic tees, and even woven into a jacquard pattern. 

The 3,200-square-foot Soho store is a true ode to the alternative luxury of John Varvatos. The space is set to feature fine art and music photography curated by the Morrison Hotel Gallery, with pieces available for purchase along with the brand offering tailoring, leather goods, footwear, accessories, and fragrance.

“The brand is celebrating its 25th year this season, and the DNA was developed early on — a mix of rock sensibility, refinement, and artisanal fabric, which has remained consistent,” Vice President of Creative Karl Aberg said. “I couldn’t think of a better place to kick off the milestone celebration than in our new Soho flagship boutique here in New York.” 

John Varvatos is a three-time CFDA award winner. Accolades include the CFDA Perry Ellis Award for New Talent for the debut collection in 2000, followed by two CFDA Menswear Designer of the Year awards.