JUSTIN’S NEW JOINT: Denim brand William Rast will set up shop in Los Angeles in November. Justin Timberlake and Trace Ayala’s line will unveil its first retail location at the Westfield Century City shopping center before Thanksgiving, in time for the holiday shopping season. The People’s Liberation-owned denim brand, launched by Timberlake and Ayala in October 2006, is expected to turn a profit this year and has plans to open some 40 boutiques over the next several years, with three leases already signed. Westfield Century City, an open-air center, saw the completion of a $150 million overhaul about three years ago and other tenants include Tiffany & Co., Louis Vuitton, Bloomingdale’s, Coach, Juicy Couture and Zara. Designer Alvin Valley opened his first boutique in the center earlier this summer.
Justin Timberlake is bringing sexy back to one of L.A.’s least sultry neighborhoods — Century City.
The pop star’s L.A.-based denim brand, William Rast, announced plans to open a store at the Westfield Century City Shopping Mall on Nov. 1. A second full-priced store will bow simultaneously at the Westfield Valley Fair Shopping Mall in San Jose, along with an outlet store at the Desert Hills Premium Outlets in Cabazon, Calif.
The trio of openings marks the company’s first foray into freestanding retail, though plans are in the works to roll out 40 to 50 additional outposts in major metropolitan areas over the next several years.
«Our headquarters are based in Los Angeles, so it made sense for us to open our first store here,» said Colin Dyne, chief executive officer for the company. «Also, the roots of William Rast are entrenched in both Tennessee [where Timberlake and co-founder Trace Ayala are from] and Hollywood, so it is a natural extension for the brand to have one of our first stores located here.»
The full-priced stores will feature the brand’s full breadth of slinky, grungy denim and sportswear for men and women, and will also act as test labs for new and limited-edition styles, including silk tops, leather jackets and accessories.
And no, the walls won’t be covered in blowup photos of J.T. The décor will be «rooted in the iconography of American denim heritage and biker culture,» said Dyne, adding, «It will have a unique combination of natural wood finishes combined with more modern treatments such as our signature neon signage.»
Sounds rather sexy to us.
LOS ANGELES–(BUSINESS WIRE)–William Rast, the «New America» denim culture brand founded by Trace Ayala and Justin Timberlake, and operated through subsidiaries of People’s Liberation, Inc. (OTCBB:PPLB), today announced rollout plans for free-standing William Rast™ branded stores in the United States. The stores will feature apparel and accessories under the William Rast™ label.
The launch of William Rast retail stores follows the rise of the brand’s popularity and image amongst key fashion audiences and consumers. The roll out of the stores will begin in California, where the brand’s headquarters reside. Two full-priced stores are slated to open in November, one in the Westfield Century City Shopping Mall in Los Angeles, and another in the Westfield Valley Fair Shopping Mall in San Jose. An additional off-price store is scheduled to open at the same time in Desert Hills Premium Outlets in Cabazon. The Company plans to continue a rollout of 40-50 retail stores in major metropolitan locations over the next several years.
«This is an important step for the William Rast brand,» said Chief Executive Officer Colin Dyne. «These retail locations will provide a destination to experience the complete lifestyle and culture of the William Rast line.» The stores will feature all of the men’s and women’s categories available in better department and specialty stores across the country, and will also be an early destination for new and exclusive styles, including signature William Rast denim, silk tops, leather jackets and accessories.
The décor, as well as the apparel and accessory offering, will be evocative of the brand’s heritage, which is rooted in the iconography of American denim heritage and biker culture, yet reinterpreted in a contemporary context. The graphic design and language represented in the store interior and on the in-store collateral further reflects the brand’s unique DNA. The stores were designed in collaboration with Los Angeles-based architectural firm Johnston Marklee, known for their conceptual approach to a wide variety of projects including the merchandise room of Murakami at the Museum of Contemporary Art in Los Angeles and the Maison Martin Margiela store in Beverly Hills, CA.
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