Indy 500 Winner William Rast Announces Partnership with Danica Patrick

LOS ANGELES, June 2, 2011 /PRNewswire/ -- William Rast, the "New America" denim culture brand, founded by Justin Timberlake in 2005, and winner of the 100th Anniversary Indianapolis 500, has signed a multi-year endorsement agreement together with their eyewear license partner Viva International Group, for racing superstar Danica Patrick to endorse William Rast Eyewear and William Rast Racing Eyewear. Patrick will be wearing William Rast, on and off the racetrack and be featured in upcoming campaigns.

(Photo:  http://photos.prnewswire.com/prnh/20110602/LA13332)

Patrick's endorsement of William Rast, coincides with the consumer launch of the William Rast Eyewear line this year, which includes both optical frames and sunglasses for women and men; and a special William Rast Racing Eyewear collection, that features sporty, athletic styles with upgraded materials and features.

William Rast, known for its contemporary American made premium denim for women and men, has had a strong connection to the world of racing since its inception by bringing its New America esthetic and philosophy to iconic races and events. This year at the Indy 500, William Rast not only announced the partnership with Danica Patrick, but also won the prestigious race with the William Rast car piloted by Dan Wheldon.

Colin Dyne, Chief Executive Officer William Rast says: "William Rast's New America culture is centered around updating and modernizing iconic Americana values and traditions. What better time for us to take a bold step in showing our true New America values, than at the Centennial celebration of the Indy 500, a true celebration of not only American heritage and tradition but also the future of racing, and by partnering with one the world's most iconic and groundbreaking athletes, Danica Patrick."

Frank Rescigna, president of Viva says: "We are excited to be partnering with Danica Patrick and be part of this great American tradition, adding William Rast's modern attitude to this classic event. Danica is a perfect fit for the William Rast brand, and is an ideal ambassador for the William Rast Racing Eyewear collection."

"That's what you have to do here at Indy; you have to take that chance and set yourself apart," Patrick said. "Which is why I love this partnership with William Rast and William Rast Eyewear.  Fashion is very personal and it directly reflects your style and how you do things. I am very driven and focused on my performance, and to me, this brand reflects my attitude, personal style, drive and desire to win. And we all know at Indy — it's all about the Win." 

ABOUT WILLIAM RAST

William Rast, the 'New America' denim culture brand, was conceptualized and founded by Justin Timberlake in 2005.  The company is operated through subsidiaries of People's Liberation, Inc. under management of CEO, Colin Dyne. Originally comprised of only denim, the brand has expanded into a complete lifestyle collection, including leathers, outerwear, wovens and knits; known for delivering quality, fashion forward design, and premium fit. Grounded in the iconography of American denim heritage and biker culture, yet re-packaged and presented in a contemporary context, William Rast has found its place on the floors of top-tier department stores and boutiques across the globe, and has become a staple for denim fans worldwide. The company operates William Rast retail stores at Century City Mall in Los Angeles, Aventura Mall in Miami, Valley Fair Mall in San Jose and Desert Hills Premium Outlets in Palm Springs; as well as its webshop at www.williamrast.com.

ABOUT PEOPLE'S LIBERATION, INC.

Los Angeles-based People's Liberation Inc. designs and distributes high-end casual apparel under the brand names "People's Liberation" "William Rast". The majority of the merchandise the Company offers consists of premium denim, knits, wovens, leather goods, and outerwear for men and women. In the United States, William Rast branded products are distributed to boutiques, specialty stores and better department stores, such as Nordstrom, Bloomingdales, Saks Fifth Avenue and Neiman Marcus. Internationally, in select countries, William Rast products are sold to better department stores and boutiques throughout the world, and in it's own free standing William Rast retail stores. The Company also sells merchandise on its website, www.williamrast.com

ABOUT VIVA INTERNATIONAL GROUP

Viva International Group, a Highmark company, is part of the HVHC Inc. group of companies which also includes Davis Vision and Eye Care Centers of America. Established in 1978 as an entrepreneurial company, Viva has steadily grown to become a worldwide leader in ophthalmic frames and sunglass distribution and manufacturing. Viva's current brand portfolio consists of GUESS, SKECHERS®, GANT, CANDIE'S®, RAMPAGE®, BONGO®, Harley-Davidson®, Catherine Deneuve, Magic Clip®, Savvy and Viva. Viva was one of the first American eyewear companies to expand internationally and currently has six direct sales offices in the United Kingdom, France, Brazil, Canada, Japan and Hong Kong. Joint ventures and direct sales forces are also maintained in Australia, Austria, Germany, Japan, Mexico, the Netherlands, Portugal, Spain and Switzerland. In total the company has global distribution in more than 90 countries. For more information, visit Viva International Group online at www.vivagroup.com, or call (800) 345-VIVA.

For William Rast press inquiries, please contact:
Nicks Ericsson/Director of Marketing
T: 213.745.2123
E: [email protected]

For William Rast licensing inquiries, please contact:
Andrea Sobel/EVP/Branding and Licensing
T: 213.745.2123
E: [email protected]

SOURCE William Rast