Justin Timberlake's William Rast Adds Eyewear Licensee

William Rast, the denim lifestyle brand from Justin Timberlake and Trace Ayala, has signed a multi-year deal with Viva International Group to design and distribute branded eyewear worldwide.

Viva International will produce premium- and sportswear-inspired eyewear for men and women, including sunglasses and prescription eyewear. The range will launch in 2011 at William Rast-branded stores, as well as high-end department stores and specialty retailers worldwide.

"With such an incredible creative force behind the brand, the possibilities are endless," says Frank Rescigna, president of Viva International. "Combined with a strong sense of style and fashion, a complete design story is portrayed not only in the eyewear collection, but also throughout the full William Rast lifestyle brand."

Viva International also holds licenses to Guess, Skechers, Tommy Hilfiger, Escada and Ermenegildo Zegna. People's Liberation is the parent holding company of William Rast.