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.

Your browser is out of date. Please update your browser at http://update.microsoft.com


YOU BROKE TIME.COM!

Dear TIME Reader,

As a regular visitor to TIME.com, we are sure you enjoy all the great journalism created by our editors and reporters. Great journalism has great value, and it costs money to make it. One of the main ways we cover our costs is through advertising.

The use of software that blocks ads limits our ability to provide you with the journalism you enjoy. Consider turning your Ad Blocker off so that we can continue to provide the world class journalism you have become accustomed to.

The TIME Team