"We had this idea of discoverers...and what does the modern-day discoverer look like?" Justin Timberlake said in an interview this week. "Biker culture brought the word 'nomadic' to mind, which brought the word 'bohemian' to mind." Timberlake and longtime friend Trace Ayala called their fourth William Rast collection "New America," which amounted to strong leather work, a continuation of this season's military trend and even a Daniel Boone cap or two on the runway.

Denim played a less important role this season, signaling a general branch-out for the brand. More prevalent were relaxed army-green jackets and trousers, some clipped with raccoon tails; black biker jackets with heather-grey sweatshirts; and Native American-inspired blanket coats. A bit of open-road romanticism crept in, with ruffle-front shirts for both men and women. All in all, the collection helped continue the William Rast cool factor - and it made us long for a roadtrip across the States with no deadlines or destination.

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Designers Johan Lindeberg, Justin Timberlake, Trace Ayala and Marcella Lindeberg

William Rast, the denim and sportswear label we find perfect for every Southern-rock fan, has achieved a feat rarely seen in celebrity-affiliated fashion: It's maintained respect in the industry while also connecting with willing shoppers. Three years after launching the line, Justin Timberlake and Trace Ayala have launched their first two stores, with plans for 40 to 50 more units by 2012.

William Rast shops opened at Los Angeles' Century City and San Jose's Valley Fair on Nov. 1, and now the brand is offering special savings to devoted fans. If you join William Rast's latest event on Facebook and print the included coupon, you'll save an easy 10 percent on your next in-store purchase until Nov. 30. Even better, if you're one of the first 100 shoppers to spend more than $500, then you'll get an invite to the VIP launch party at the Century City Mall.

The coupon isn't valid for online sales, so if possible, get thee to California for some shopping. Otherwise, cry yourself a river and prepare to click for full price.

Justin Timberlake and Trace Ayala rose to the challenge in the current economic climate and are giving their customers exactly what they want. As well as dropping the brand's starting price by 10% this season, the duo served us with all of the classic pieces we've all grown to know and love from the brand. Cropped leather jackets were distressed in brown and cream.The sexy tomboy William Rast girl was apparent but was toned down compared to previous seasons. Denim was everywhere from jeans to denim shirts but had less studded detail than usual.

For Spring/Summer 2010, the design team definitely honed in on the brand's strengths and signatures.

Fashion-designer musical chairs continues, with Johan and Marcella Lindeberg being the latest subjects of "creative differences". Johan reportedly has left J. Lindeberg, the label he founded, over a disagreement with Swedish investment firm Proventus, which has owned the company since 2007. The firm took on a new design director without asking Johan's opinion, and the women's wear range that Marcella was supposed to relaunch never came together.

The husband-and-wife team have designed William Rast, the line Justin Timberlake launched with best friend Trace Ayala, for three seasons and have helped earn the brand major fashion kudos. But the Lindebergs, after cutting ties with J. Lindeberg, plan to add more to their schedule. They're set to launch a new line, Paris68, for men and women. Got that?

Justin Timberlake took a break from watching the matches at Wimbledon to launch his clothing line, William Rast, with a fashion show at Selfridges Monday night. The singer is one member of a four-part design team, which includes his childhood best friend, Trace Ayala, and Swedish designers Johan and Marcella Lindeberg.

Since its debut at New York Fashion Week last September, William Rast has gained a credibility that many celebrity-associated lines lack. Both men's and women's selections offer a believable - and wearable - dose of the American South with a wild side.

The line, designated as a "New America" brand, will launch in Berlin on July 1, at the Bread & Butter trade show, and currently has a designated display at Paris' Colette.

I once sat in Justin Timberlake's restaurant eating some of the most delicious macaroni and cheese ever while watching Trace Ayala (aka Justin's restaurant/design/every-other-business partner) take pictures with beefcakey firefighters on the pavement outside. For whatever reason. If only the firefighters could see Trace now...

William Rast, which Justin and Trace design with two others, showed right before Marc Jacobs and put up a decent fight for attention, despite the unfortunate time slot. As my friend Lizzy and I would say, that's William Rast Brand Fantastic. (Inside joke.)

more after the jump