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Leading denim lifestyle brand ties up with Viva
27
Jan '10
William Rast, the "New America" denim lifestyle brand founded by Trace Ayala and Justin Timberlake, today announced it has signed a new multi-year licensing agreement with Viva International Group to design, produce and globally distribute William Rast Eyewear and William Rast Racing Eyewear focusing on styles for both the premium and sportswear categories for men and women.

Viva is a worldwide leading eyewear company, representing premium and luxury brands, including GUESS, SKECHERS, Tommy Hilfiger, Escada and Ermenegildo Zegna. The William Rast branded eyewear collections, which will include sunglasses and prescription eyewear, will debut in 2011 and will be available in William Rast's branded stores, as well as upscale department stores and specialty retailers worldwide.

"We are very excited to work with Viva International as our eyewear partner," said Colin Dyne, Chief Executive Officer of People's Liberation, the parent holding company of William Rast. "After meeting with Viva's management and design teams, we believe that Viva's ability to create and distribute high-quality and stylish eyewear for both the sportswear and premium lines will resonate positively with our customers around the world. We are also working enthusiastically to complete a portfolio of William Rast licensing opportunities in fragrance, footwear and accessories to compliment our expansion into the eyewear category."

"We are very proud to be entering into this new partnership with the William Rast brand. As an iconic brand that represents the 'New America,' the collection responds to what the consumer is looking for in eyewear today," said Frank Rescigna, president of Viva. "With such an incredible creative force behind the brand, the possibilities are endless. Combined with a strong sense of style and fashion, a complete design story is portrayed not only in the eyewear collection, but also throughout the full William Rast lifestyle brand."

William Rast


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