Inside Fashion Online

Yes, it’s true. William Rast is creating an exclusive, limited-time-only collection for Target that hits stores December 19. In haute anticipation of what’s heading our way, we wanted to get a closer look at what makes the denim in this collection different.

The answer? It’s premium. From start to finish, every detail of this collection for women and men is perfection. When William Rast co-founders Trace Ayala and Justin Timberlake are involved, we are not surprised. Just incredibly delighted.

The Fabric First and most importantly William Rast denim experts and designers carefully choose the fabric. They use strictly premium denim in their jeans because it’s the only fabric that enables them to create washes and a number of premium effects.

Customizing the Fabric Wet Process There are two key components within the wet-processing step that guarantee a premium wash. The first is the usage of dispersants (admixtures that help evenly distribute all ingredients while washing) to assure the clean look of the fabric. The second is silicone, which gives the soft-hand feel and desired look.

Dry Process To get that “finished” look, resins and pigments are used during the drying process to amp up the sheen. The denim experts also use techniques like handsanding, 3-D whiskers and chevrons to help make the denim shine and stand out from others. While each wash has its own unique formula, one thing is universal: All dry processing is done by hand.

Creating the Jeans Sewing and Construction When it comes to actually constructing the pieces within the collection, it’s all about precision and consistency. Top-quality threads, the correct positioning of embroidery and accurate measurements ensure these jeans, jackets, shirts and more are of the highest quality.

Premium Fit Apart from the fabric, washes and treatments, the strength of the collection is in the fit of the denim. Each style has been carefully developed and fitted in the LA design studio by William Rast, offering you those favorite flattering styles that you will keep in your wardrobe forever.

Finishing Touch And, we couldn’t forget about a special detail. The back pocket of every jean features the signature William Rast single needle “dub” embroidery.

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