The latest ad campaign for John Varvatos features Reprise Records’ five-time-GRAMMY® -Award-winning punk rock band Green Day. Longtime collaborator Danny Clinch captured the members perched high above the Manhattan skyline, in scenes that reference Phillippe Petit’s daredevil act in the film Man on Wire and Charles C. Ebbets’ classic 1932 photograph, Construction Workers Lunching on a Crossbeam. It’s also a sly nod to the band’s status at the pinnacle of the music world, and creates an image that is rightfully dramatic and iconic.

Stephen Niedzweicki, creative director of Yard explains, “We were moved by Man on Wire, where a man traverses a tightrope illegally rigged between the World Trade Center’s Twin Towers, 110 stories up. It’s portrayed in such an inspiring and beautiful way, but there’s so much danger and rebellion involved. It’s also incredibly rock ‘n’ roll to go to any lengths to have the best view of New York City—and to be so high!”

Green Day is comprised of lead vocalist and guitarist Billie Joe Armstrong, bassist and backing vocalist Mike Dirnt and drummer Tre Cool. Widely credited with reviving mainstream interest in punk rock in the 90s, and darlings of the early MTV music video craze, the band has endured. They have created anthems that are still played around the world and gone on to conquer Broadway with the 2010 stage adaptation of their album American Idiot.

As an ardent New Yorker, John Varvatos saw this concept as the ideal way to pay tribute to the city, and those who love it. “It’s just the right combination of laid-back and outrageous to perfectly represent the star quality of the band and the only place big enough to hold them.”

“The idea was to portray Green Day as larger than life,” agrees Danny Clinch, “full of the rock‘n’ roll spirit that lives in John’s head and that he translates so well into his line of clothes. We feel like these images really nailed it.”

The latest John Varvatos campaign follows 15 seasons conceived by Yard and photographed by Danny Clinch, all of them underscoring the brand’s affinity for rock ‘n’ roll style-makers. Past collaborators include Franz Ferdinand, Perry Farrell, Cheap Trick, Alice Cooper, Velvet Revolver, Iggy Pop, Chris Cornell, Joe Perry, Ryan Adams, Slash, Jimmy Page and Robert Plant.

Danny Clinch is an acclaimed music photographer and documentary filmmaker who has captured some of the most iconic names in music, including Cash, Springsteen, Dylan and Tupac, just to name a few. The organic feel and texture of his work lets the subjects breathe and the music flow. His work has appeared in such publications as Vanity Fair, Spin, Rolling Stone, GQ, Esquire, the New Yorker and the New York Times Magazine, and his photographs have appeared on hundreds of album covers.

Since its founding in 2002, Yard has conceptualized, art-directed and produced an award-winning range of work in print and television advertising, packaging, editorial and product design. This hybrid creative agency blends the expertise of a style-driven fashion shop with the instincts of a consumer-minded ad agency.

About Green Day

Green Day (Music & Lyrics) vocalist/guitarist Billie Joe Armstrong, bassist Mike Dirnt, and drummer Tré Cool were kids from working-class backgrounds who came of age in the underground punk scene in Berkeley. Although they had released two records prior—1039 / Smoothed Out Slappy Hours and Kerplunk—they announced their arrival with 1994’s Dookie, a dynamic blast of exuberant punk-pop that sold 15 million copies and earned the band its first Grammy® Award for Best Alternative Music Performance. Over the years, Green Day continued to top the charts with their subsequent studio albums Insomniac, Nimrod and Warning, while entertaining millions of fans with their frenetic live shows. But it was their landmark 2004 album American Idiot that launched Green Day into the stratosphere. American Idiot debuted at No. 1 on the Billboard chart, spawned five hit singles, earned seven Grammy® nominations (winning two, including Best Rock Album) and raised the bar for modern rock and roll. In 2009, Green Day released 21st Century Breakdown, which won a 2010 Grammy® Award for Best Rock Album. It spawned two hit singles, the gold “Know Your Enemy,” which was the first song ever to top Billboard’s Rock, Alternative and Mainstream Rock charts simultaneously, and the double-platinum “21 Guns,” which earned them three 2009 MTV Video Music Awards, including Best Rock Video. Green Day also took home an American Music Award for Favorite Alternative Rock Music Artist. Later that year, Green Day collaborated with Michael Mayer, the Tony Award-winning director of Spring Awakening, on the stage adaptation of American Idiot. The musical debuted at the Berkeley Repertory Theatre in September 2009 and set attendance records during its limited engagement, before going on to a year-long run at Broadway’s St. James Theatre and two Tony Awards. The North American Tour of the stage musical will launch this December in Toronto, Ontario. For more about the band, visit www.greenday.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 « USA Collection and 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 US and online, as well as in better department stores throughout the world. Visit us at www.johnvarvatos.com or join us on Facebook: www.facebook.com/johnvarvatos

Green Day for John Varvatos video :