english edge - California Apparel News
english edge - California Apparel News
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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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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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 />
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