We all know Justin Timberlake is the man who brought sexy back. In 2010, he’s doing it again — this time in SoHo with the opening of the first New York City shop for his William Rast clothing line.

Timberlake founded his line in 2005 with the help of his childhood friend Trace Ayala. The brand was originally featured in stores such as Bloomingdale’s and Kitson, but is now based in California, with boutiques in Los Angeles and San Jose. Timberlake and Ayala are looking to expand their business by opening stores in New York and Miami, among other locations, including some overseas. Spring Street in SoHo has been targeted as a possible locale for the New York City store.

William Rast’s calling card is its denim, offering numerous styles and washes that are always sexy and trendy. This year the line is inspired by what the brand calls “New America” — a rough, vintage feel, imbued with a contemporary Hollywood vibe. Expect to see a lot of classic denim, plaid shirts, silk tops and leather jackets.

The line pays equal attention to both womenswear and menswear. The stores in are California decorated sparsely, with robust plywood accents and black-and-white accented walls. In accordance with the “New America” theme, the brand redesigned the American flag, removing the stars and switching blue for black. This black-and-white flag icon is featured prominently on the store’s walls and can be found gracing the line’s T-shirts and tanks. William Rast is priced at the level of premium denim (about $180 to $240), competing with more established denim brands such as True Religion and Seven For All Mankind. With plans to make the line more accessible by opening 40 to 50 new stores by 2012, William Rast may just join the pantheon of America’s favorite denim brands

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