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Denim brand William Rast to roll out free-standing stores
29
Sep '09
William Rast, the “New America” denim culture brand founded by Trace Ayala and Justin Timberlake, and operated through subsidiaries of People's Liberation, Inc, 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.

People's Liberation


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