By  on August 28, 2014

Justin Timberlake is all grown up and his William Rast brand is growing up, too.The label that Timberlake created with his childhood friend Trace Ayala in 2006 will unveil an elevated offering called Noble by William Rast during New York Fashion Week. The 45-piece men’s and women’s offering will center around denim and leather and be targeted to high-end specialty boutiques in the U.S. and globally.The William Rast main collection has been owned by Sequential Brands for two years and has been expanding its reach. Last year, it was added to all doors at Canada’s Hudson’s Bay Co.’s department stores, and four months ago it launched in Europe, according to Jameel Spencer, chief marketing officer of Sequential Brands. This month, the brand will be opening shops at Lord & Taylor stores in the U.S.“It’s an exciting time for the brand,” he said. “We’re working tirelessly to position it, and now we have the Noble by William Rast label that we’ll be previewing during fashion week. The brand has transitioned and grown up just like Justin.”Marcella Lindeberg, design director for William Rast, said the 33-year-old entertainer and actor was the inspiration for the new collection. “It came out of conversations with Justin,” she said. “We had a few exchanges of ideas about how to add elegance to the brand.”The result was Noble.Lindeberg said the collection will consist of only three colors: white, red and black. There will be a “refined approach to denim” with no hard washes and tonal hardware. “The approach is very sophisticated, more tailored and cleaner,” she said.Leather, which has “always been the core” of the William Rast line, will be “cleaned up and elevated,” and include bonded leather with jersey for women and napa hoodies for men. The women’s leather jackets and dresses will also be “more playful,” with large eyelets and stretch suede lace-up dresses. “It’s more refined without losing the biker-culture feel,” she said.Lightweight cashmere sweaters, a lot of cardigans — a special request of Timberlake’s — as well as a summer tuxedo and a flaming red suit in cool wool will also be offered. The men’s tailored pieces will offer “more of a street-style approach,” she said.Lindeberg said the line will be priced similarly to Costume National and Acne and she expects it to hang next to those labels as well as Saint Laurent and Margiela in upscale designer-oriented stores. Exact prices have not been determined. “But we’re being very selective,” she said. “We want to keep it quite exclusive and not get too broad too quick.”Spencer said the event during New York Fashion Week will include a performance of Queen of the Night, an immersive theatrical production. “We wanted to do something typical, but not typical,” he said. “So we decided to have an interactive fashion experience rather than a traditional runway show. It’ll be an incredible experience that people will talk about.”

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