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NEW DIGITAL: John Varvatos has upped the ante for its e-commerce and Web site, which is being relaunched on Tuesday. Designed by the Wednesday agency, which has worked on Mr. Porter, Alexander McQueen and Tory Burch, the site is designed to encapsulate the brand aesthetic while providing an experience that is easy to navigate. The overall feel of the site was inspired by the company’s retail spaces such as the white brick walls in SoHo and the dark mood of the Bowery site, the company said. It features separate sections for each collection — John Varvatos Collection, John Varvatos U.S.A. and Boys, Converse by John Varvatos and Fragrances — and layouts allow the user to flip through collections on their tablets or mobile devices.

“The new site allows us to tell our story alongside our products,” said Varvatos.

This story first appeared in the February 5, 2013 issue of WWD. Subscribe Today.

New to the site is an editorial component called Style & Substance, a monthly section that profiles and photographs real men. The inaugural issue includes entrepreneur Pete Cashmore, restaurateur Michael Chernow, comedian Anthony Jeselnik, actor Vincent Piazza, athlete Nick Swisher, and chef Michael Voltaggio and offers photographs of them wearing Varvatos and includes quotes about their careers and individual style. There is also a Personal Shopper function on the site that allows shoppers to arrange one-on-one phone, Face-time, and e-mail consultations to help them choose wardrobes specific to them and their needs.

A new program called “All Access” has also been added that will allow customers to sign up for the first look at new collections and limited edition products, invitations to private sales, priority access to the Personal Shopper and free shipping. The new Website is being feted with an event in New York on Tuesday night.

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