comscore William Rast takes aim at hipsters at Target | Honolulu Star-Advertiser

William Rast takes aim at hipsters at Target


NEW YORK » Now that the highly organized, sale-hungry holiday shoppers have come and gone, the crowd roaming the aisles at Target is largely made up of hip teenagers and 20-somethings padded with gift cards, looking for something cool to wear out that very night.

That’s where the new collaborative collection from William Rast — aka Justin Timberlake’s fashion label — fits in.

Denim and leather jackets traditionally sell well in the December-January time frame, says Trish Adams, senior vice president of apparel and accessories, and that put William Rast at the top of the retailer’s list for a limited-edition program.

For William Rast, Target brings exposure to a wider audience, including some people who have no idea what to expect — and that’s appealing, explains co-founder Trace Ayala, Timberlake’s childhood friend and design partner.

"For us, at the end of the day, when a company like Target comes to you, and you’re a brand like ours in an economy like it is, it’s a no-brainer," Ayala says.

The look of this line is 100 percent the bohemian American traveler, the same DNA as the more upscale collection, he says.

Yes, you might notice a difference in construction, but you’ll also notice the price tag, which has women’s faux-leather shorts for $39.99 and men’s jeans with oil stains for $49.99.

Men’s likely interest in the brand was a key part of the deal, says Target’s Adams. "We really wanted to find something that could sell across genders — that’s something hard to find."


Comments have been disabled for this story...

Click here to see our full coverage of the coronavirus outbreak. Submit your coronavirus news tip.

Be the first to know
Get web push notifications from Star-Advertiser when the next breaking story happens — it's FREE! You just need a supported web browser.
Subscribe for this feature

Scroll Up