John Varvatos has always done a great job of linking his brand with music. He bought the historic CBGB space on New York’s Bowery, turning it into a rock ‘n’ roll-themed store, and he has used Iggy Pop and Dave Matthews in previous ad campaigns. This time he Varvatos has tapped The Roots,“one of the most innovative musical forces on the planet,” to be the face of his 2011 Fall/Winter ad campaign. Decked out in punk/rock inspired gear, the band also performed a brand new original track at Republic Airport in New York for the campaign. Dope. Check out the end result below.