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John Varvatos Gets Down to The Roots

The Roots, the Grammy-winning, ass-kicking, Jimmy Fallon-backing hip hop band from Philly, will be the collective faces of John Varvatos‘ Fall 2011 campaign.

John Varvatos Gets Down to The Roots

“I’ve been a huge fan of The Roots for years,” says Varvatos, “They are one of the most innovative musical forces on the planet.”

True story. Also, Black Thought, most underrated MC. There, I said it.

Danny Clinch shot The Roots at Republic Airport in New York right as they were getting off the plane — an homage to how rock stars traveled in the 70s. Creative director Stephen Niedzwiecki explains:

“The way The Stones, Jimi Hendrix, Led Zeppelin and The Beatles traveled had a huge impact on the direction for this season’s campaign…Led Zeppelin’s plane had fireplaces built in. So that’s what inspired us to shoot them in that way.”

And that’s why Led Zeppelin is fucking awesome. Anyhoo, in addition to the airport scenario there are other “image-based” shots that will debut in the September issues of GQ, Esquire, Vanity Fair, Details and other fash mags.

And as a special treat, The Roots threw together a little impromptu number on the tarmac:



Written by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester dot brathwaite at gmail