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About About
"Artificial Flavor is ubiquitous and at the same time hidden from plain view. Typically used as a catalyst to jump start a specific taste or experience, we are injecting Artificial Flavor into the modern man's wardrobe, starting with the most important garment that goes on first and comes off last: underwear."
................................................................................................

The Flavor Enhancers:
John Vitti, President and CEO
As President and CEO, John Vitti combines unrelenting drive and energy that pushes Artificial into being a truly unique, modern menswear company. John’s leadership role extends to all aspects of the company, from sales and marketing to production and logistics. His passion for new ideas and trends spurred him to create Artificial in 2004. He commands several lifetimes’s worth of enterprise sales experience and holds a B.A. in Business Management from Merrimack College.
Marcus Prato, VP of Sales and Creative Guru
Marcus Prato holds dual positions as VP of Sales and Creative Director. In this unique role, he blends Artificial’s product style and design strategy into a winning formula for continued revenue growth. Marcus plays a key role in shaping the label’s long term direction and overall branding presence. He hails from an enterprise sales background and holds a B.S. degree in Biopsychology from UC Santa Barbara.
Lawrence Roberts, Chief Operations Officer
Lawrence Roberts, Chief Operations Officer and VP of Production, is responsible for Artificial's manufacturing operation, from sourcing materials to factory selection and vendor management worldwide. Lawrence is passionate about customer experience and strives to find only the best talent and goods to bring to the table. His valuable contributions have continued to keep Artificial operating in top form.
Antonio Vitti, Chief Financial Officer
Antonio Vitti, Chief Financial Officer, draws on a dozen years of Wall Street experience in his role as the financial and legal backbone of Artificial. Antonio was instrumental in laying the foundations of the company by contributing hard won knowledge from a prior retail company he co-founded in New York. In addition to managing the day to day financial operations of Artificial, he is currently pursuing an MBA at UC Berkeley.
George Arvan, Senior Partner
With over 30 years of experience, George Arvan has held senior leadership roles in developing product lines and strategies for many companies including The Gap, Nordstrom, bebe, and Guess? Jeans. His expertise in retail is critical to opening doors to global relationships for sourcing and production, a strong component of the company’s long term success. George holds a B.A. in economics from Wayne State University, Michigan.

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