November 9th was a big night for the “New American” denim brand, William Rast. The brand celebrated the opening of their first freestanding store in California. The stores opened in Westfield Century City shopping center and Westfield Valley Fair Shopping mall. The brand also will open an outlet store in Desert Hills Premium Outlets in Cabazon. These are the first three of what the brand hopes will be 30-40 freestanding stores in the US.
William Rast CEO, Colin Dyne commented, “This is an important step for the William Rast brand. These retail locations will provide a destination to experience the complete lifestyle and culture of the William Rast brand.” Not only will the stores feature the classic denim favorites but also exclusive styles of jeans, jackets and more.
The decor of the stores will focus on the brand’s deeply rooted American heritage and biker culture with a modern twist. The decor, architecture and every last detail will reflect the brand’s unique image. The design was the result of a collaboration with Johnston Marklee known for their modern concepts of locals such as, the Murakami room at the Museum of Contemporary Art in LA and the Masion Martin Margiela store in Beverly Hills.