Justin Timberlake and Trace Ayala are the creators of the William Rast clothing line. The name "William Rast" is a combination of Justin's and Trace's grandfather's names - a "William" from one and a "Rast" from the other. For two best friends that are as close as any two brothers, it was a perfectly logical way to name the business. Family, friendship, history, tradition. These are the qualities that combine to make the William Rast line so special. William Rast clothing is crafted to form fitting perfection in Los Angeles, the fashion capital of the world. William Rast is often referred to by us as the 'butt jean', it offers stiff competition to Paige Premium Denim anyway.

Now working with designers Johan and Marcella Lindeberg who know a thing or two about denim. The couple, both veterans of the Italian jeans juggernaut Diesel, moved to Los Angeles in late December as creative directors for William Rast. The Lindebergs, now in their downtown L.A. studio, "are denim people, and we love it, but we like to mix it with sharper silhouettes," Johan says. "We also want to tap into American culture, to have vintage inspiration but to give it a modern tweak."

They say their ultimate goal is to create a denim brand with international appeal -- and the rabid following that European denim competitors such as Diesel enjoy. ~

NEW YORK, September 7, 2008

An impressive slice of the industry showed up for Justin Timberlake and his partner Trace Ayala's runway debut. "We're just here to introduce ourselves," said Timberlake modestly, standing backstage with Ayala.

Well, New York, meet the William Rast girl. She's tough and tomboyish, but also dangerous and sexy. She's from the country, but now cosmopolitan enough to wear a fringed cowboy bootie and plaid shirt with a mix of integrity and irony. The hard-edged look was mainly comprised of biker jackets and vests in denim, soft leather, and army fatigue cotton, trimmed with brass pyramid studs or fringe and worn with lean distressed jeans.

Having teamed up with Johan and Marcella Lindeberg as creative directors of the label, Ayala and Timberlake seem serious about having a go at fashion and building what Timberlake referred to as "a true American brand." Unlike many celebrity-associated lines we've seen pass through our fair city, these are clothes that girls would wear—the best, and seemingly most substantial in terms of design quotient, being the jackets. Only time will tell, but Timberlake may be adding a new hyphen to his title.