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Justin Timberlake's William Rast launches first-ever stores in Century City, San Jose and Cabazon

September 29, 2009 |  5:15 pm


Justin Timberlake is bringing sexy back to one of L.A.’s least sultry neighborhoods -- Century City.

The pop star’s L.A.-based denim brand, William Rast, announced plans to open a store at the Westfield Century City Shopping Mall on Nov. 1. A second full-priced store will bow simultaneously at the Westfield Valley Fair Shopping Mall in San Jose, along with an outlet store at the Desert Hills Premium Outlets in Cabazon, Calif.

The trio of openings marks the company’s first foray into freestanding retail, though plans are in the works to roll out 40 to 50 additional outposts in major metropolitan areas over the next several years.

“Our headquarters are based in Los Angeles, so it made sense for us to open our first store here,” said Colin Dyne, chief executive officer for the company. “Also, the roots of William Rast are entrenched in both Tennessee [where Timberlake and co-founder Trace Ayala are from] and Hollywood, so it is a natural extension for the brand to have one of our first stores located here.”

The full-priced stores will feature the brand’s full breadth of slinky, grungy denim and sportswear for men and women, and will also act as test labs for new and limited-edition styles, including silk tops, leather jackets and accessories.

And no, the walls won’t be covered in blowup photos of J.T. The décor will be “rooted in the iconography of American denim heritage and biker culture,” said Dyne, adding, “It will have a unique combination of natural wood finishes combined with more modern treatments such as our signature neon signage.”

Sounds rather sexy to us.

-- Emili Vesilind

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Photo: Renderings of the William Rast store set to open Nov. 1 in Century City. Credit: William Rast