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I am so excited for “My Name Is William Rast“…the first in a series of videos to be rolled out online throughout autumn/winter 2008-09 for the premium denim and lifestyle brand of the same name established by Justin Timberlake and partner Trace Alaya in 2005.  We will post the full videos here on DenimBlog as soon as they are available! Timberlake not only stars in the movie, he composed, co-wrote, and co-directed it.  The movie features model Erin Wasson as Birdie and was directed by Jonas Akerlund.

Also, this is a video of Justin Timberlake and Trace Ayala on the creation of William Rast - and its kind of ironic to me.  Do you think the jeans represent the country store they show in the video, at $200+ a pop?  That country store reminds me of Wrangler, not William Rast.  I’m just sayin’!

This should be interesting - do you think web movies will help sell more jeans?

In an interesting new multimedia campaign, Justin Timberlake will be starring in My Name is William Rast, a series of short Web movies to promote his clothing line, William Rast. Co-starring model Erin Wasson, they play a Bonnie and Clyde style couple on the lam from the law…albeit a hiply-dressed pair of fugitives, clad as they are in head-to-toe William Rast.

“You never really know who they are running from or what they are running toward,” co-creative director Marcella Lindeberg (with Johan Lindeberg) told WWD about the scenes set in the woods with the couple escaping - and making out periodically - with gunshots in the background. “But the characters are developed in such a way so we can carry the story on through seasons to come.”

16-mm. film was used to create a “raw” feel, and the accompanying print campaign in the September issues of various high-end magazines will look like movie posters which highlight WilliamRastMovie.com.  The collection will be available at soon-to-be-relaunched WilliamRast.com.

Although William Rast was launched three years ago as premium denim, it has since become far more diverse, and capitalizing on Timberlake’s celebrity and status as a style icon will spotlight the growth of the brand into a complete line of sportswear. “We came up with this idea for him to play a role as this guy named William Rast,” explains Johan Lindeberg about the Jonas Akerlund-directed shorts which Timberlake scored musically. “So it isn’t meant to be Justin, it’s Justin playing a role, as an actor. When we explained the idea, he instantly loved it and got really into building the profile of this character.”

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