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People's Liberation plans to expand William Rast brand

29
Jun '09
People's Liberation Inc, the designer of high-end casual apparel under the brand names William Rast, J.Lindeberg and People's Liberation, announced the company's plan to expand the William Rast brand in Europe, commemorating the occasion with major launch events in three European cities: London, Berlin and Paris. William Rast, the “New America” denim-culture brand, was founded by business partners Trace Ayala and Justin Timberlake in 2005.

“This is a great opportunity for us to work closely with our European distribution and retail partners to build upon the growing enthusiasm for the William Rast brand in Europe, and to leverage the success we have had in the U.S.,” said People's Liberation CEO Colin Dyne.

On July 29th at SELFRIDGES in London, William Rast will showcase its Fall 09 collection with a fashion show, and an appearance by brand co-founders Trace Ayala and Justin Timberlake. Additionally, the brand will be displayed in custom designed pop-up shops, located respectively in the women's contemporary area on the 2nd floor, and in the men's 1st floor casual department.

In Berlin, at the BREAD & BUTTER trade show July 1-3, William Rast will present their new Spring-Summer '10 collection, as well as a newly expanded denim offering that includes a selection of more accessibly priced styles and washes. On the first night of the show, July 1st , William Rast will hold a VIP party, hosted by the brand co-founders at the Berlin Tempelhof airport.

To complete the celebration of the brand's expansion in Europe, COLETTE, Paris, will dedicate an entire window to William Rast from June 28th – July 5th , and offer exclusive styles from the “New America” denim and collection pieces launched last February during New York Fashion week.

The theme of the pop-up shop and window concepts is based on the brands' DNA, utilizing a recycled kraft paper construction, also used for the brand's marketing collateral, branding and product labeling. The recycled kraft paper concept, combined with visually strong graphics, gives the consumer a true William Rast experience in the temporary shops. The window and pop-up shops were engineered in collaboration with acclaimed architectural firm, Johnston Marklee, Los Angeles (JML).

People's Liberation Inc


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