The designer has teamed up with Zirh International Corporation, a subsidiary of Shiseido and creators of a successful men's skincare line in a notoriously tough market, to develop, manufacture and distribute fragrance and skin care products under the John Varvatos names.

Although financial agreements were not disclosed, the line is set to launch in Spring 2004 in approximately 500 U.S. specialty and department stores, as well as in John Varvatos boutiques in New York and L.A.

"I am very pleased about this new venture with Zirh and Shiseido because of their unparalleled technology and research and development, coupled with their total commitment to the project," Varvatos said.

Marketing executives from John Varvatos, a subsidiary of Nautica Enterprises, and Zirh said they planning advertising initiatives ranging from print media and outdoor advertising to scented inserts and sampling. The campaign will center on John Varvatos' attitude of "relaxed sophistication."

Varvatos launched his line in 2000 and has been twice feted by the CFDA in the years since, with awards for New Menswear Designer and Menswear Designer of the Year.

Hiroshi Maruyama, chairman and CEO of Shiseido International Corporation said, "Zirh and John Varvatos are both leaders in their respective categories and I believe that John's vision, coupled with Zirh's worldwide presence, will lead to the establishment of a significant fragrance franchise."