Whats New

May
2011

VIVA: WILLIAM RAST SUN

STYLE A LA AMERICANA

Viva International Group launches its 15-piece William Rast Sunglass collection, focusing on comfortable, contemporary styles for both the premium and sports categories for men and women. Included are several variations on the aviator as well as cateye, oval and rectangular shapes. Lenses are CR-39 or polycarbonate. Each frame is an iconic accessory that incorporates the timeless, yet trend-driven Americana heritage for which the William Rast brand is known. Signature brand elements such as leather, metal and wood are integral components in the eyewear line. A 20-piece ophthalmic collection was previewed here in March.


Photographed by Ken Lee/Black Box Studios

PHILOSOPHY:

“We are proud to provide the ‘New America’ consumer with an expansive group of sunglass styles that are both trend-driven, yet classic and vintage-inspired,” says Liz Tontodonati, Viva’s general manager for William Rast Eyewear. “There’s a buzz and excitement about the William Rast Eyewear collection launch because it perfectly coincides with the most recent nomination of William Rast as Brand of the Year by the American Apparel & Footwear Association.” 

MARKETING:

An array of merchandising materials are available, including a 40-place floor stand, eight- to 16-place rotating display, eight-place tray, one-place logo block, mirror and countercards.

PRICE POINT:

$$ to $$$. For additional information, contact Viva International Group, (800) 345-VIVA; website: www.vivagroup.com

INSIGHT
Conceptualized and founded by business partners Justin Timberlake and Trace Ayala in 2005, the Los Angeles-based William Rast, the “New America” denim culture brand, is operated through subsidiaries of People’s Liberation, Inc. The brand designs, markets and sells men’s and women’s premium contemporary apparel, including premium denim, leather goods, knits, wovens and outerwear in William Rast retail stores and better department stores and boutiques throughout the world.

 

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