This Is The Lamest: Dave Matthews Is The New Face Of John Varvatos

We're beyond excited about the prospect of guys from every walk of life dressing for impressing, including the random college bro and nascent punk fan—types of guys who might be interested in John Varvatos' clothes. However, the rock-'n'-roll lovin' clothing label—who occupies the now-closed CBGB OMGFUG punk mecca and tapped music heavyweights like Iggy Pop to represent their brand—has chosen Dave Matthews to be in their new ads. Matthews was also in the fall Varvatos campaign, but appears all by his lonesone in these Danny Clinch photographs, alongside Coco the monkey (seriously). Says Varvatos, "Dave has reached a milestone in his musical career and is taking a well-deserved year off in 2011. We feel honored that he has chosen to collaborate with us to create such timeless imagery for this season's campaign." John Varvatos—Dave Matthews fan? Forget about death knells. Those are the sounds of punk's lifeless body being slowly sucked away by epic, all-permeating lameosity. (WWD)

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