William Rast to Launch Eyewear
William Rast, the Los Angeles–based premium-denim and contemporary brand founded by musician Justin Timberlake and Trace Ayala and produced by People’s Liberation, will debut two eyewear brands in 2011.
William Rast Eyewear, which includes optical and sunglass options for men and women, and William Rast Racing Eyewear, a sportier collection, will be designed, manufactured and distributed by Viva International Group as part of a three-year licensing deal. Viva—which holds eyewear licenses for brands such as Tommy Hilfiger, Escada and Guess—has a distribution network that includes 8,000 retailers worldwide, said Colin Dyne, People’s Liberation’s chief executive.
William Rast, which started as a premium-denim brand in 2005 and has since expanded into a contemporary-apparel collection, has been on a growth track of late. In 2009 the company opened two new stores in California and announced plans to open 40 more in the next few years.
The two new eyewear lines will be sold in William Rast stores and better retailers, according to a release from the company. Inspiration for the lines comes from the DNA of the brand, Dyne said. “William Rast has a DNA that includes a biker sensibility, leather and denim. Justin [Timberlake] wears glasses now, so some of the [William Rast Eyewear] inspiration will come from him.” Inspiration for the Racing collection will come less from Timberlake himself and more from William Rast’s ties to Indy-car racing, Dyne added. “We’ve been involved in Indy-car racing for some time through sponsorships and various other ways, so the [Racing] collection will draw inspiration from that,” he said, adding that the Racing collection will focus on sportier and more-technical features.
The eyewear, which represents William Rast’s first accessories license, is expected to be ready to show to buyers this August and September. Consumers will see the eyeglasses in early 2011.
Viva has begun work on the William Rast collections, but wholesale prices and style details have yet to be finalized. Dyne said he expects to see the first collections early this summer. And while Viva works to distill premium-denim style into eyewear, William Rast has already begun to look for new accessories licensing opportunities. “Other deals are in the pipeline,” Dyne said, with potential for handbag, small leather goods and watch licensing deals soon.—Erin Barajas
