illiam Rast, the New America denim culture brand, was conceptualized and founded by business partners Justin Timberlake and Trace Ayala in 2005. The Los Angeles-based brand designs men's and women's premium contemporary apparel, footwear and eyewear. The collection consists of premium denim, leather goods, knits, wovens and outerwear. The William Rast name was created by combining William from Justin Timberlake's grandfather and Rast from Trace Ayala's grandfather's last name. Grounded in the iconography of American denim heritage and biker culture, yet re-packaged and presented in a contemporary context, William Rast represents the renewed confidence and vision of people all over the world today. William Rast combines the authentic qualities of American denim heritage with modern and sophisticated fits, fabrics, washes and techniques, giving the William Rast denim wearer an experience of the best modern yet authentic denim. The denim jeans and washes are designed and developed in downtown Los Angeles, using the best American, Italian, Turkish and Japanese denim fabrics. Each denim mill specializing in providing denim with characteristics that can't be found anywhere else, making each William Rast jean truly unique.