Viva International Group has announced a new multi-year licensing agreement with William Rast, the “New America” denim lifestyle brand founded by Trace Ayala and Justin Timberlake. The new agreement includes the design, production and global distribution of two William Rast branded eyewear collections, William Rast Eyewear and William Rast Racing Eyewear, which will include sunglasses and prescription eyewear and will debut in 2011.
“We are very proud to be entering into this new partnership with the William Rast brand,” said Frank Rescigna, president of Viva. “As an iconic brand that represents the ‘New America,’ the collection responds to what the consumer is looking for in eyewear today. With such an incredible creative force behind the brand, the possibilities are endless. Combined with a strong sense of style and fashion, a complete design story is portrayed not only in the eyewear collection, but also throughout the full William Rast lifestyle brand.”
“We are very excited to work with Viva International as our eyewear partner,” added Colin Dyne, CEO of People’s Liberation, the parent holding company of William Rast. “After meeting with Viva’s management and design teams, we believe that Viva’s ability to create and distribute high-quality and stylish eyewear for both the sportswear and premium lines will resonate positively with our customers around the world. We are also working enthusiastically to complete a portfolio of William Rast licensing opportunities in fragrance, footwear and accessories to compliment our expansion into the eyewear category.”
Both William Rast collections are expected to be available in William Rast branded stores, as well as upscale department stores and specialty retailers worldwide. For more information please visit Viva online at www.vivagroup.com.