Viva International Group launches William Rast Eyewear, which consists of a 20-piece ophthalmic collection (featured here) and a 23-piece sunglass collection to be previewed in an upcoming 20/20. Targeted to stylish men and women ages 18 to 49, who want that little piece of celeb fabulosity in an accessory that is affordable and versatile enough for daily wear, the new eyewear focuses on classic, comfortable styles for both the premium and sportswear categories. Each frame is an iconic accessory that incorporates the timeless, yet trend-driven Americana heritage and contemporary look for which the William Rast brand is known. Signature brand elements such as leather, metal and wood are integral components in the eyewear line.

Photographed by Matt Lambros/Black Box Studios

“We are very proud of this new partnership with William Rast. As an iconic brand that represents the ‘New America,’ the collection responds to what the consumer is looking for in eyewear today,” says Frank Rescigna, president of Viva. “With such an incredible creative force behind the brand, the possibilities are endless. Combined with a strong sense of style and fashion, a complete design story is portrayed in the eyewear and throughout the full William Rast lifestyle brand.”

Merchandising materials include a 40-place floor stand, eight to 16-place rotating display, eight-place tray, one-place logo block, countercards and mirror.

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

Los Angeles-based William Rast, the “New America” denim culture brand, was conceptualized and founded by business partners Justin Timberlake and Trace Ayala in 2005 and 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.