In 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.
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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.”
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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.