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William Rast to Debut High-End Line at NY Fashion Week

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William Rast, the Sequential Brands-owned label that Justin Timberlake and childhood friend Trace Ayala started in 2006, will get an upgrade. The company will introduce an elevated offshoot line called Noble by William Rast during New York Fashion Week, Men’s Week reported.

The 45-piece men’s and women’s collection will consist of only red, white and black, and will rely heavily on refined, tailored denim and cleaned up leather. William Rast design director Marcella Lindeberg told Men’s Week, that its women’s leather jackets and dresses are “more playful” without losing the brand’s biker edge, thanks to eyelet and lace-up details. The initial Noble by William Rast line will also include lightweight cashmere sweaters, cardigans and men’s tailored pieces with “more of a street-style approach.”

Prices are expected to be similar to Costume National and Acne, and the line is geared toward high-end specialty boutiques in the U.S. and worldwide.

Since William Rast was acquired by Sequential Brands two years ago, the brand has slowly expanded its international footprint. Last year the line was picked up by Hudson’s Bay Co. department stores in Canada, and it launched in Europe earlier this year.

On the home front, William Rast will open shops in Lord & Taylor stores this fall. In May, president of Hudson’s Bay and Lord & Taylor Liz Rodbell, said, “William Rast has outperformed expectations in our Hudson’s Bay stores since launching less than a year ago in Canada and we are thrilled to expand our partnership and bring this exclusive lifestyle brand to our U.S. clientele in all of our Lord & Taylor stores.”

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