The brand was founded in 2005 by childhood best friends – Justin Timberlake and trace Ayla. The name derives from both Justin and trace's grandfathers, making the brand more personal and rooted in their family heritage. The brand is based on a new take on American denim with best in class fits, premium performance fabrics, exceptional washes, and an astute attention to detail. Effortless woven tops, knits and graphic T's work back to the bottoms. Outerwear is all about the special and exciting pieces. Steeped in southern heritage, mixed with an la vibe, William Rast has taken everything iconic about American jeans wear and made it new. Who she is – she is empowered, progressive and confident. She is fierce yet graceful, elegant yet down to earth. Her style is a timeless mix of modern bohemian with a rocker attitude. Always feminine, always effortless. What we provide – we are revolutionizing the denim fit story; utilizing premium fabrics, treatments and washes. Our denim incorporates body enhancing technology that creates a superior fit parallel to high end, designer brands. Trend leading bottoms silhouettes, pushing envelopes and norms to higher fashion. Effortless T's and woven shirts are incorporated to complement all denim edgy moto and utility jackets are must have closet staples that compliment her looks
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