About Us
The Brand
Artificial Flavor is a contemporary San Francisco lifestyle brand that remixes classic garments similar to how DJs remix existing music. By tweaking just the right attributes to alter the original flavor ever so slightly, we’re creating new wearable experiences that are familiar enough yet fresh enough for modern day life.
John Vitti, Co-Founder and President
John hatched the idea for a men’s fashion company back in 2004 when he got his underwear stuck in a bunch commuting to and from his office job. Learning the apparel business as he goes along, he draws on his deep reserves of motivation (no doubt inspired by personal hero Rocky Balboa) and his natural networking ability to drive execution across all aspects of Artificial Flavor enterprise.
Marcus Prato, Co-Founder and Brand Manager
Marcus coined the name “Artificial Flavor” while brainstorming names with John over IM one day. Having covered sales in the early days, he now guides the brand’s direction via product strategy and marketing initiatives such as events and blogging. He also steps in from time to time as Artificial Flavor’s poster boy, but admits that it’s only a cost saving initiative, nothing more.
Lawrence Roberts, Co-Founder
Lawrence spearheaded Artificial Flavor’s domestic production that took place in the colorful garment district tucked away in the back alleys of San Francisco’s SOMA neighborhood. Having had his fill on Jessie Street, he now focuses exclusively on aflavor.com, Artificial Flavor’s ecommerce powered website.
Antonio Vitti, Co-Founder and Operations Manager
Antonio formulated the back end processes that Artificial Flavor currently runs its operations on, including all legal and financial aspects. Finding San Francisco’s pace too slow, he now resides in Hong Kong, heading up overseas production by ensuring quality control and on-time delivery of Artificial Flavor’s merchandise.
