Comunidad › Noticias y opinión › Trace Ayala habla de la colección William Rast para Target

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• 20 de diciembre, 2010 a las 4:01 pm #15508
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  William Rast Co-Founder Trace Ayala on Bringing Biker Bohemia to Target

  http://www.blackbookmag.com/article/wil … rget/24071

  The William Rast for Target collection is set to hit stores on December 19, and if the turnout is anything like last weekend’s private shopping event, items will go fast. All styles of the leather jackets were snatched up within a few hours and the WR signature denim was also a big crowd-pleaser. In anticipation of the launch, co-founder Trace Ayala gives BlackBook the scoop on his and Justin Timberlake’s big move into «rebelliously priced» retail.

  What drew you and Justin to a high-low designer collaboration with Target?
  We loved the idea of sharing the brand with a new group of William Rast fans who may not typically shop in the channels where we currently distribute.

  Since William Rast is known for producing high-quality denim, how did you decide which styles would fit into a lower price point?
  We decided to base this denim collection on our most popular fits and styles, but make them truly unique to the program by developing special washes, treatments, and details. It was a very interesting project to work with these price points and to develop styles that still have our premium look and fit.

  One feature that sets this collection apart from any other Target/designer collaboration is the incorporation of menswear. How important was it for you to include a men’s collection?
  Yes, we are a lifestyle brand with both women’s and men’s. It was always the plan to include men’s. We were excited about the opportunity to inspire men to buy accessible and cool fashion at Target, and hope to be the first of more men’s designer collaborations at Target.

  From leather jackets and shorts, to oversized tanks and chambray button-downs, the women’s collection captures all the key trends happening right now, with a touch of WR flair. Is there a girl in particular that inspired the collection?
  Our girl has always been this cool tomboy who is still very in touch with her feminine side. We drew inspiration not so much from particular individuals but from the William Rast DNA of biker culture, rat pack, and American denim heritage, all wrapped up in influences from pop culture: music, film, art, and fashion.

  What are your personal favorite William Rast for Target men’s and women’s pieces?
  For women, my favorite is our raw skinny denim—super clean and wearable with our super-soft black leather fringe jacket. For men, the straight leg blue jean with just the right amount of wear and dirt is a great piece with our washed utilitarian shirts.

  And finally: children’s wear is a major market right now, as designers like Stella McCartney and All Saints are rolling out youth collections that even adults are envious of. Any chance we’ll be seeing a William Rast kids’ line in the future?
  We want to expand our line to all lifestyle categories. Children’s wear is definitely on our radar.

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