The brand was founded in 2005 by childhood best friends – Justin Timberlake and Trace Ayala. The name derives from both Justin and Trace’s grandfathers, making the brand more personal and rooted in their family heritage.

The style icons Johan and Marcella Lindeberg strategically designed the brand to create seasonal collections with a focus on runway shows.

The premium denim space was designed reflecting Justin and Trace’s lifestyle – think Tennessee meets Hollywood, Rat-Pack meets James Dean.

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NO BORDERS. NO LIMITATIONS.

WE ARE THE EVOLUTION & ELEVATION OF DENIM.

Timelessly edgy. Sophisticated biker. Where the American finds classics meet current.

For today’s Dean: equal parts Martin and James. Pushing lines, envelopes, and norms. An amalgamation of Americana.

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Idol for her

William Rast
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Rebel for him

William Rast