TIME fashion

Justin Timberlake Is Bringing Sexy Back By Selling You Americana-Style Jeans

Happiness. Love. Blues.

Justin Timberlake may be more closely associated these days with sharp suits and ties than leather and denim, but the resurgent pop star is bringing his version of old-school American sexy back with a re-launch of his fashion brand, William Rast.

In a nearly four-minute video for the clothing brand, Timberlake and co-creator/childhood best friend Trace Ayala discuss the roots of their clothing venture, cut with shots of a crew of brooding models lounging on retro pickup tricks, stomping across fields with Timberlake leading the pack, and chilling at a picture-perfect campfire party (pay close attention and you can even hear JT sing). Style notes include relaxed-fit t-shirts and an eye-catching pair of man-pris (that’s capris for men) worn with… nothing else.

“To talk about the brand, you have to understand where we grew up,” Timberlake explains. That would be Memphis, which he notes is the home of the blues and the birthplace of rock ‘n’ roll. They reference icons like Frank Sinatra, Johnny Cash, and their fellow Memphis musician Al Green as inspiration for their style.

The brand may be all about that American spirit, but in the closing moments of the video the models finally get to speak — “Happiness,” “Love,” “Blues,” they intone — and some of their subtle accents hail from much farther afield than the South. In any case, this isn’t an exclusive, Yeezy-style high-fashion line; Timberlake is keeping it real and selling William Rast in department stores like Macy’s.

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