If, like us, you've never heard of John Varvatos, you will after gripping his studded, S&M-style gear selector in the latest Chrysler 300.

Varvatos is a men's clothing designer from Detroit. The Chrysler 300 is a full-size American sedan that does a remarkable design interpretation of a Rolls-Royce. Therefore, in the eyes of marketers, the two are a perfect marriage.

Here's the lowdown: The 300C John Varvatos Limited and Luxury Editions are trim jobs that appear to look "boutique," but in reality are little more than a regular 300 with a few minor extras. It's a glitzy deal the industry has repeated for decades, such as the Fiat 500 Gucci and Breitling-Bentley watches, among other models and goods. Fashion labels get promoted, while automakers can sell a pricier "custom" car for little investment.


Shown as a concept at the New York Auto Show in April, the 300C Varvatos -- freaky gear selector aside -- is a pretty hot set of hardware. The Limited Edition offers new gauges and clock faces, a new tri-coat black paint and titanium exhaust tips. The Luxury Edition adds gray-finish 20-inch Mopar wheels, die-cast paddle shifters, brown or black Poltrona Frau leather from Italy, and "hand-sanded" dark matte wood. Completing the job on both cars are the requisite designer badges plastered all over the gauges, seats and trunk. Actually, they're more like hieroglyphics.


Chrysler did not specify any pricing before the cars head to dealers this winter, but we figure the Varvatos will command a $1,000 to $2,000 premium over the 300C Luxury Series, which start at $43,095. (That car already offers most of the luxury and options as the Varvatos.) Both rear- and all-wheel-drive options, plus V6 and V8 engines, will be offered.

But since the 300 comes well-dressed as it is, we'd prefer Varvatos' simple black-on-black scheme without his silver studs and faux rock-star impressions. Call us a prude, but that's how we like it.

[Source: Chrysler]