John Varvatos Star USA has been updated for fall.

There’s a lot of overseas potential for the John Varvatos Star USA brand, so that’s the reason the company chose Pitti Uomo to unveil a revamp of its younger-skewed and lower-priced collection.

Star USA was launched in 2006 under the John Varvatos USA moniker to offer “a more youthful spirit expressed in a preppy-meets-punk aesthetic,” according to the company’s web site. It has been among the brand’s most commercially successful offerings at wholesale, carried in Bloomingdale’s, Barneys New York, Saks Fifth Avenue, Neiman Marcus and other U.S. retailers. It accounts for around 35 percent of the company’s overall volume.

But Mark Brashear, chief executive officer of John Varvatos Enterprises, believes it can get much bigger.

“It has tremendous international potential,” he said. “So Pitti Uomo is the best show for the brand.” It will also be presented at Project in Las Vegas and the Chicago Collective later in the season, he said.

Under the direction of creative director Karl Aberg, Star USA has “evolved into a more polished, youthful collection. It incorporates John’s vision but is more relevant to a younger consumer.”

The theme for the fall collection will be “Indie Boy,” he said, which is intended to capitalize on the popular Nineties theme.

Outerwear is one of the highlights of the line, which is a complete lifestyle collection. “There are leathers in updated styles, updates on denim, multimedia and more technical pieces,” Brashear said. He said a technical sportswear capsule was successfully introduced for spring and is shipping to stores now and speaks to the trend for ath-leisurewear. This will be the second season for that part of the line.

Outerwear is a key category for the John Varvatos Star USA line.

Outerwear is a key category for the John Varvatos Star USA line. 

Brashear said the company hopes to attract department and specialty stores from around the world with the new Star USA collection.

Its pricing has remained the same, with leather outerwear retailing for $598 to $998, jeans for $148 to $248 and knitwear from $78 to $148.

A look from John Varvatos Star USA.

A look from John Varvatos Star USA. 

“The pricing has been very competitive since the beginning,” Brashear said. “John wanted to create a line with a designer aesthetic at a competitive price positioning. We’ve just enhanced the quality and value and made it more updated.”

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