September, 2014 (Los Angeles, CA) – With a nod to brand history,  old-world craftsmanship and an unabashed dedication to high-quality design, REM Eyewear will debut the John Varvatos Eyewear *Soho Collection*,  available in John Varvatos stores and online.

Inspired by John Varvatos’ first store opening in New York City’s trendy Soho neighborhood, the Soho Eyewear Collection boasts an elevated level of classic, polished and tailored design. The new collection also completes exemplification of the four iconic hallmarks displayed on John Varvatos eyewear: a shield displaying the company’s founding date, John Varvatos’ initials, a crown, and a guitar.

Beyond aesthetics, what truly distinguishes the new collection is that the sun lenses are polarized, a first for John Varvatos Eyewear. Polarized lenses are an increasingly popular consumer eyewear option due to a range of benefits, such as their ability to filter out intense reflected light rays, reduce glare and increase visual comfort. The high-quality lenses used in John Varvatos Soho sunglasses also offer truer colors and better clarity of details.

With a vise-like grip on men’s fashion, John Varvatos and his trademark detailing have become synonymous with cool. His eyewear collection from REM Eyewear follows suit by echoing the edgy, but tailored touches that have made Varvatos a force to be reckoned with.

Brand aficionados will recognize that the Soho Collection features the same attention to detail that has long distinguished John Varvatos Eyewear. While the Soho Collectionboasts double-V branding on the inside hinge of all frames, unlike the core collection which has the logo on the lens, the Soho Collection also features a wire core stamped inside and out of the frame with a vintage pattern from the Ottoman Empire, dating back to the 15th century. Finally, the entire collection will arrive in a brand-new case, made with the same fabric and textile Varvatos currently uses on his clothes, whichalso includes the John Varvatos logo engrained in leather.

“The new collection pays homage to my first boutique in Soho, which I opened in 2000, and the trendsetting character of the neighborhood,” says Varvatos. “Soho residents appreciate great design, and they also recognize worthwhile trends when they see them. The Soho Collection is the epitome of cool with fashion and functional designs. Refined, but raw, this collection offers a compelling aesthetic and innovative technology.”

The John Varvatos Eyewear collection ranges in price from $196-$275 Retail and can be found at John Varvatos stores nationwide and at www. johnvarvatos.com.

About REM Eyewear
REM Eyewear is a worldwide leader in the innovative design, manufacture and marketing of state-of-the-art eyewear, serving more than 80 nations across six continents, with headquarters in Los Angeles, Sydney, Hong Kong and the UK. Lead by award-winning Creative Director, Nicolas Roseillier, REM’s portfolio of best-selling brands includes John Varvatos, Converse, Tumi, Jones New York, Cosmopolitan, Lucky Brand, Lucky Kid, Indie, Lipstick, Surface, and Visualites. Family owned-and-operated for more than sixty years, REM Eyewear is dedicated to upholding its core values of Quality, Imagination, Commitment, Collaboration, Wisdom, Trust and Respect. For more information on REM Eyewear, visit us at www.REMEyewear.com.

About John Varvatos:
Launched in 2000 with a collection of tailored clothing and sportswear, John Varvatos now represents an entire men’s lifestyle that includes footwear, bags, belts, eyewear, limited edition watches, men’s fragrances, as well as the younger, edgier John Varvatos U.S.A. Collection and Boys’ line, as well as Converse by John Varvatos.  The designer has been recognized three times by the CFDA with an American Fashion Award for New Menswear Designer (June 2000) and Menswear Designer of the Year (June 2001 and June 2005) and was honored as GQ’s “Designer of the Year” in 2007.  The collection is distributed in freestanding John Varvatos boutiques across the U.S. — including his famed 315 Bowery boutique in New York City, formerly the seminal underground music club CBGB’s — and online, as well as in better department stores throughout the world.  John Varvatos was also a celebrity mentor on NBC’s reality competition TV series “Fashion Star,” and the second season aired during the Spring 2013 season.