I wanted to quickly touch on a brand that most of my friends here in Houston haven’t yet experimented with… William Rast. It’s a country meets rock n’ roll inspired brand, founded by Justin Timberlake and Trace Ayala, that I am currently living in (and want more of).
Here’s the thing- I have only been wearing it for a little over a month, but their Spring 17 denim assortment and graphic artwork made me a fan. And since I honestly didn’t know much about how the brand came to be, I did some research. Let’s dive in…
William Rast was founded in Los Angeles, California in 2005 by Timberlake and his long time best friend Ayala. The brand is actually named after their grandfathers, and has an “edgy yet tailored” aesthetic. Each collection- whether it’s men’s or women’s- showcases a bit of balance between the customer and their Memphis roots. So think modern design, but with Americana heritage and musical influence.
Considering the brand has been around for almost 12 years, and I just started wearing it makes me feel a bit out of touch. But the more I read, the more I see the evolution of their partnership and fall in love with their current muse: Tennessee. The brand may have had a bit of a roller coaster ride (with the high’s being strong runway shows and a Target collaboration, and the low being lackluster sales), but I think William Rast found themselves again.
If we fast forward to last Fall, the brand launched their own shop with Gilt- featuring custom designs with a more elevated price point. But more importantly they had a bit of a re-launch with their premium denim/ casual separates business. One that was very well received by the department stores and then bought accordingly. Which now explains why, out of nowhere, the William Rast section at Macy’s caught my eye.
So while I know many of you no longer visit department stores, I urge you to check out some of their styles on-line (Belk, Bloomingdale’s, BonTon, Macy’s, and Lord & Taylor). Just know that I don’t think the mannequins and photography do the product justice. The woven tops, graphics, and especially denim are much cooler in person. Below are some close up shots of their freedom wash boyfriend jean that I live in. It's a traditional five pocket in a medium wash, but with the perfect amount of rips and repairs. You know me, denim = happiness.
And to William Rast, I honestly hope I did you justice. I know I am late to the party, but you definitely have a new fan. Here’s to you being nothing but successful, and staying true to your unique country meets rock n’ roll heritage in the process. Congratulations and best of luck, always.