by John Russel Jones

John Varvatos traveled to Nashville, Tennessee — a city deeply rooted in music — to shoot its latest campaign featuring Jökull Júlíusson (JJ) of the Grammy-nominated band Kaleo, while the band played the legendary Ryman Auditorium.

A sound born in Iceland that has since rumbled onto the international scene, JJ combines a deep soulful spirit with an eclectic mix of blues, rock, and rootsy experimentation. Bringing a steady, pulsing energy and signature style, he commands the stage with the confidence and ease that exemplifies the John Varvatos spirit. As a passionate and personal singer/songwriter, JJ embodies the traveling musician, a vagabond with a guitar and a story to tell.

Of his work with the brand on this campaign, Júlíusson said “I have loved the brand for a long time, drawn to the rock and roll aesthetic and the laid-back feel of the clothing and accessories. It felt like a natural fit, and I’m really honored to be part of the campaign.”

The campaign was lensed by photographer Josh Beech, who is originally from southeast London and has spent over a decade in front of the camera as a top-ranking model who was originally scouted onstage while performing with his punk rock band. Beech has performed on stages and walked on runways across the globe and shot for Vogue Homme, GQ, Burberry, Levis, I-D, and Tommy Hilfiger to name a few. Beech is now a full-time independent photographer, art director, and creative consultant but don’t be surprised if you catch him in a magazine or on the radio, too!
Video producer Michael Parenteau is an award-winning director, producer, director of photography and editor who grew up in a small mountain town, immersed in the world of action sports: his first film was with Red Bull Media House. Unaware at the time, but that early experience launched a film career full of work for automotive, architectural, and athletic brands such as Ford, Disney, Formula One, NBA, Samsung, Mercedes AMG and more. His film “Ride of the Dead” earned him Gold at the Telly Awards.
The pre-Fall 2022 collection launched in stores and online in June.



    1. My name is Don Martin an old associate of John’s and I’m trying to reach him to invite him to my upcoming book launch on park Ave. Can you give him my info so he can contact me. Thank you

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