John Varvatos products are intrinsically linked to their founder's obsession with rock ‘n’ roll music. Their ad campaigns have included musicians and bands like Alice Cooper, Iggy Pop, and Green Day. The brand also produce collaboration pieces with artists, most notably their Led Zeppelin capsule back in 2019.  They reflect this rock ‘n’ roll attitude in their colognes, which project a risqué and bohemian lifestyle. They tilt towards those with a devil-may-care attitude with edgy marketing and statement accords.