With a little help from his friends, John Varvatos has created an iconic menswear brand that serves up genuine rock ‘n’ roll with his edgy aesthetic and legendary ad campaigns that feature some of the most celebrated names in rock music. Everyone from Iggy Pop to KISS has posed for the designer, but Varvatos tells us that “things have been taken to the next level” with his forthcoming ad campaign, as living legend and former Beatle, Ringo Starr, is the latest rocker to strike a pose for the brand. We caught up with the designer to get the lowdown on his Fall/Winter 2014 ad campaign, which launches today (on Ringo’s birthday!) alongside a unique charitable initiative to benefit the Ringo Starr Peace and Love Fund and spread the message that (peace and) love is all you need.

To kick off Ringo’s 74th birthday, John Varvatos is launching #PeaceRocks, a charitable, social media-based initiative wherein Varvatos will donate $1 to The Ringo Starr Peace and Love Fund for every peace-sign selfie that is posted to either Facebook, Twitter or Instagram and is tagged with hashtag #PeaceRocks. “With this #PeaceRocks campaign, it becomes more meaningful and more of a message rather than just donating money,” says Varvatos. “We are encouraging fans and supporters around the world to share their own ‘peace and love’ moment by posting on their social media outlets and spreading [Ringo’s] universal message of peace and love.”

John Varvatos Fall/Winter 2014 Ad Campaign Ringo Starr

Courtesy Photo

Ringo Starr, a pioneer for Transcendental Meditation, has been communicating the message of “peace and love” for over 40 years and has recently branded his unofficial catchphrase into a charity—The Ringo Starr Peace and Love Fund. This charity fund, which is in support of the David Lynch Foundation, teaches Transcendental Meditation and other stress-reducing techniques to at-risk populations suffering from chronic stress and stress-related disorders that fuel crime, violence and costly medical expenditures. “Both inner peace and global peace are very important topics to me,” explains Varvatos. “I adopted and registered the two-finger peace symbol as the icon for my brand around ten years ago, not for commercial value but to show the world who the brand is and what we stand for and Ringo himself is like a global icon for peace. Being able to promote peace and support Ringo’s charity is really a match made in heaven for the brand.”

The #PeaceRocks initiative is going on until the end of this year and is an easy, fun and free way to give back and help out. John Varvatos will donate a dollar for every #PeaceRocks submission, so be sure to snap, post and share your own peace and love moment with a peace-sign selfie using the hashtag #PeaceRocks!