William Rast

William Rast is an American fashion and lifestyle brand co-founded in 2005 by Justin Timberlake and his childhood friend Trace Ayala, taking its name from the surnames of their respective grandfathers. The brand channels Timberlake's Tennessee roots and his global pop celebrity into a fashion aesthetic that blends Southern Americana with contemporary style: denim, leather, and classic American silhouettes informed by rock-and-roll sensibility. The fragrance extension carries this identity into personal scent — warm, woody, and masculine, with a confidence that echoes Timberlake's own effortlessly cool public persona. Positioned at an accessible price point, William Rast fragrances are distributed through major US retailers and online platforms, reaching the brand's broad fanbase. The label represents a sincere creative endeavour from its celebrity founder rather than a purely commercial licensing exercise.