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english edge - California Apparel News

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Vestal Vision: Seeing Fashion<br />

It was only a matter of time, pun intended,<br />

before the action sports–steeped<br />

watchmaker Vestal International added<br />

sunglasses to its collection. Known for its<br />

close ties to tastemakers in<br />

music, surf, skate and<br />

snow, Vestal offers a new<br />

take on eyewear coming<br />

out of the action-sports<br />

market. Vestal Vision,<br />

which debuts in stores for<br />

Spring 2010 and makes<br />

its trade show debut Feb.<br />

3–4 at Class@ASR in San<br />

Diego, is more fashion-<br />

focused than the average action-sports eyewear<br />

brand.<br />

“The line was developed to be a little bit<br />

more boutique-friendly, a little more fashion-forward<br />

than one might expect out of an<br />

action-sports brand,” said Derek Boucher,<br />

Vestal’s marketing director. The six-piece<br />

12 CALIFORNIA APPAREL NEWS JANUARY 29–FEBRUARY 4, 2010<br />

unisex collection features four handmade<br />

acetate styles and two metal aviator styles,<br />

all wholesaling for $32.50 to $45.<br />

Produced overseas and designed inhouse,<br />

Vestal Vision is a major play to establish<br />

Costa Mesa, Calif.–based<br />

Vestal as a premium accessories<br />

brand. “There is a<br />

lot of competition in the<br />

[eyewear category] in<br />

the action-sports market.<br />

We’re not trying to compete<br />

with them so<br />

much as expand<br />

our presence,”<br />

Boucher said. Retailers shouldn’t<br />

expect, for example, performance<br />

snow goggles or super-technical<br />

shades. “Our goal is to create glasses with<br />

a Vestal vibe and aesthetic.” For more information,<br />

visit www.vestalvision.com or call<br />

(949) 631-7036.—Erin Barajas<br />

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FOUR EYES: Vestal Vision’s<br />

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EMPLOYMENT SERVICE<br />

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William Rast to Launch Eyewear<br />

William Rast, the Los Angeles–based<br />

premium-denim and contemporary brand<br />

founded by musician Justin Timberlake and<br />

Trace Ayala and produced by People’s Liberation,<br />

will debut two eyewear brands in<br />

2011.<br />

William Rast Eyewear, which includes<br />

optical and sunglass options for men and<br />

women, and William Rast Racing Eyewear,<br />

a sportier collection, will be designed,<br />

manufactured and distributed by Viva International<br />

Group as part of a three-year<br />

licensing deal. Viva—<br />

which holds eyewear<br />

There’s more<br />

on <strong>Apparel</strong><strong>News</strong>.net.<br />

licenses for brands such<br />

as Tommy Hilfiger, Escada<br />

and Guess—has a<br />

distribution network that<br />

includes 8,000 retailers worldwide, said Colin<br />

Dyne, People’s Liberation’s chief executive.<br />

William Rast, which started as a premi-<br />

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AGENTS & SALES REPS MANNEQUINS<br />

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To advertise: June 213-627-3737 x250 or june@apparelnews.net<br />

um-denim brand in 2005 and has since expanded<br />

into a contemporary-apparel collection,<br />

has been on a growth track of late. In<br />

2009 the company opened two new stores in<br />

<strong>California</strong> and announced plans to open 40<br />

more in the next few years.<br />

Inspiration for the lines comes from the<br />

DNA of the brand, Dyne said. “William Rast<br />

has a DNA that includes a biker sensibility,<br />

leather and denim. Justin [Timberlake]<br />

wears glasses now, so some of the [William<br />

Rast Eyewear] inspiration will come from<br />

him.” Inspiration for the Racing collection<br />

will come less from Timberlake himself and<br />

more from William Rast’s ties to Indy-car<br />

racing, Dyne added. “We’ve been involved<br />

in Indy-car racing for some time through<br />

sponsorships and various other ways, so the<br />

[Racing] collection will draw inspiration<br />

from that,” he said, adding that the Racing<br />

collection will focus on sportier and moretechnical<br />

features.—E.B.<br />

WAREHOUSE DISTRIBUTION

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