Denim brand William Rast recognised as 'Brand of the Year'
William Rast, the "New America" denim culture brand, founded by Justin Timberlake in 2005, will be recognized by the American Apparel & Footwear Association (AAFA) as Brand of the Year on April 27, 2011 at the 33rd Annual American Image Awards. The award recognizes the continued evolution and growth that has launched William Rast into a popular, multi-faceted label.
"We are truly honored to be recognized by our peers in the fashion community," says CEO Colin Dyne. "The past six years of building William Rast into a full lifestyle brand has been an incredible journey for us. We think a key factor to our success and recognition in the fashion community has been the focus on creating a comprehensive brand platform, instead of going down the road of a traditional celebrity branding.
“Authenticity and credibility have been key drivers for all of us involved. Receiving this award now, just when we just have taken significant investments in strengthening our denim business and having launched the best American made contemporary denim collection the company has ever put out, makes the recognition even more meaningful."
Originally comprised of only denim, the brand has expanded into a complete lifestyle collection. The brand launched to the fashion community during LA Fashion Week in October 2006 but shortly thereafter moved to show its contemporary men's and women's ready-to-wear collections during New York fashion week where the brand continues to wow the fashion community with it's star studded, high fashion events. William Rast has found its home on the floors of top-tier department stores and boutiques across the globe, and has become a staple for denim fans worldwide.
The brand is known for delivering on-trend design, impeccable fit and modern American styling and has, through its branding and marketing initiatives, solidified William Rast as a name beyond celebrity.
Recently, the brand has expanded into eyewear and footwear. The eyewear collection, consisting of optical and sun, recently launched for Spring 2011 with global license partner Viva International Group. The capsule collection for women's footwear launched for Fall 2010. The brand is also known for its innovative and out of the box branding and marketing initiatives, ranging from viral films and social media strategies, to inclusive and inspirational events and parties. The Company also operates it's own free standing William Rast retail stores in Los Angeles, Miami, San Jose and Palm Springs.
The AAFA hosts the American Image Awards each year to honor individuals and companies in fashion and retail whose career and industry achievements, charitable activities and records of outstanding service set industry standards. The event, which is attended by over 700 industry, retail, and media leaders, as well as celebrities, will benefit the Prostate Cancer Foundation. Kevin Burke, President and CEO of AAFA says: "We are thrilled to honor such a dynamic, exciting brand as William Rast. They along with our other honorees represent the best in leadership and innovation within the industry."