I don’t know who I love more, The Roots or designer John Varvatos for featuring the band in his fall 2011 ad campaign! The beautifully shot montage of the group is prominently featured in his boutiques. While I was at South Coast Plaza the other day the pics stopped me dead in my tracks making me briefly forget that I was in Orange County.
I stormed right into the immaculate boutique and proudly proclaimed that The Roots led me into the store like the Pied Piper. The fabulously dressed salesmen looked at me like I had snakes coming out of my head, and none of them seemed to even know who The Roots were (this quickly snapped me back into the reality of being in Orange County), but one store attendant welcomed me with open arms. I really liked the line. It’s got a stylish, edgy vibe with a refined craftsmanship that is rarity in menswear these days.
I loved being in a John Varvatos moment so much that I bought a luxe tie for my husband. Now that’s an effective window campaign! This video directed by Photographer Danny Clinch is beyond cool too-this performance was shot in one take. Love, love, love the Roots. Enjoy!
Culture Shock Art 
i’d forgotten how good the roots are! it figures that people in the oc would buy the line blissfully unaware of who they are which is a BIG miss on their part. i agree that menswear is so one note these days and i feel so sorry for my partner when we go shopping. i’ll definitely check it out!
Amazing video! xo Coco