May 24, 2018 | By Lourdes Linares
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Nov 20, 2009
William Rast, the “New America” denim lifestyle brand founded by Trace Ayala and Justin Timberlake, and operated by subsidiaries of People’s Liberation, Inc., launched its retail expansion plan for the brand just in time for the holiday shopping season, with the opening of two new retail stores at California’s Westfield Century City Shopping Mall in Los Angeles, and Westfield Valley Fair Shopping Mall in San Jose. Additionally, the company opened its first outlet store at the Desert Hills Premium Outlets in Cabazon, California where brands such as Burberry, Coach, Dior, Dolce & Gabbana, Gucci, Prada, True Religion, 7 For All Mankind, Yves Saint Laurent, Zegna, Lucky Brand and more can be found.
Working with the Los Angeles-based architecture firm Johnston Marklee, the design offsets matte black shelves filled with jeans retailing for $165 to $245 with wide planks of plywood, which were seamed together to create high tables and an angular arch stretching above shoppers’ heads.
William Rast also reworked the American flag via the Bauhaus art movement by removing the 50 stars and replacing the red and white stripes with black and white streaks. The avant-garde emblem is interpreted as a white neon sign hanging against a black wall, a mural and the irregular black streaks painted by artist Colin Roberts on the plywood panels.
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