By and  on November 7, 2013

When it comes to fragrances, Artisan is more than just a name on a bottle for John Varvatos. It’s a statement about how he views both his scent portfolio and his apparel business and what he fears may be slipping away from the world of luxury — the timeless practice of handcrafting objects that can embody “special little treasures and hidden details.”

“From the start, we’ve always tried to go back to making fragrances the way they used to be made — all by hand, with the best ingredients in the world, artisanal fragrances with smaller batches,” Varvatos said on the set of the ad shoot for his new men’s fragrance, Artisan Acqua. “If we feel there’s a need and there’s something new to say, we’ll do it,” he added, drawing a sharp contrast with some companies that regularly pump out product to satiate their P&L. “It’s really more ‘Are we missing something? Is there a customer we’re not talking to?’”

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