Last year, Justin Timberlake was ready to ditch the clothing line, William Rast, that he co-founded with bestie Trace Ayala. It began in 2006 with runway shows at NY Fashion Week, but devolved into a JC Penney exclusive and could often be found dangling from clearance racks. But by sticking around, he showed that foresight can be a 20/20 experience.
New owners Sequential Brands Group gave the label fresh life and persuaded Timberlake to stay behind the scenes. In December, they rehired original design director Marcella Lindeberg, who helmed the line during its launch with her ex-husband, BLK DNM designer Johan Lindeberg. Marcella tells Threads the togs are “biker culture bohemia, rooted in Tennessee.” On April 2, European buyers will need sea legs to get a first look at the collection — William Rast is eschewing the showroom for a showboat cruise down the River Thames.
The journey ends not at a dreary wharf, but at the O2 Arena, with prime seats at Timberlake’s concert there.