Timberlake’s William Rast label gaining momentum

It used to be a novelty when a pop star expanded his or her brand with a venture into a clothing line, accessories, fragrances, hair pieces ,even dolls. Now, it’s almost a rite of passage for singers and actors to extend their 15 minutes of fame with some such vanity project.

Justin Timberlake

While they often end up as a creative or financial failures, some demonstrate impressive lasting power. Consider JLo’s collection of big-selling perfumes, Diddy’s Sean John urban streetwear powerhouse, and ladies shoes so lucrative for Jessica Simpson that she’s just announced a line of swimwear.

One celeb who shouldn’t be overlooked is singer Justin Timberlake, whose William Rast label was launched in 2005 and has slowly picked up steam since. Along with business partner and long-time best friend Trace Ayala, the former ‘N Sync member and Memphis native introduced the premium denim brand in November 2005 in Los Angeles.

A London debut at Harvey Nichols followed in July 2007. 2009 has been a banner year, with Timberlake being named to GQ magazine’s annual list of 10 most stylish men, the William Rast fall ‘09 collection previewing at New York’s Mercedes-Benz Fashion Week in February, and Timberlake appearing on Oprah in March to promote the brand.

Vogue editor and king-maker Anna Wintour - whose mere presence at a show confers instant credibility on a designer - attended the fashion week showing. And everybody knows what just a mention on Oprah’s hugely popular TV show can mean.

Like many fashion lines, the William Rast name pays homage to loved ones. William was the first name of Timberlake’s grandfather and Rast was the surname of Ayala’s grandfather.

But there’s nothing grandfatherly about the brand’s sportswear for men and women, which is basically designed by Johan and Marcella Lindeberg. The men’s shirts, vests, pants, jackets, tees and caps in neutral colors look exactly like what you’d see Timberlake, 28, wearing on any given occasion. And the ladies’ styles are the perfect complement for hip, streetwise young women.

You can check out the current designs and buy at William Rast.