Justin Timberlake Tries on Different Show

Justin Timberlake has a big show tonight. This time, the audience won't be screaming teen-age girls coming to watch the chart-topping singer.

Timberlake and his childhood friend Trace Ayala are putting on their first runway fashion show to present the spring line from their William Rast clothing collection during L.A. Fashion Week.

Timberlake and Ayala previewed the casual line last week in their Los Angeles showroom and answered questions about the brand, named after their grandfathers and described as "a little Tennessee and a little Hollywood."

The friends have waded into a retail deluge of celebrity-affiliated clothing and a fickle denim market and admit they're learning how to navigate the industry. The strength of the brand, they said, lies in its basic denim design – no overly fussy pockets and embellishments. The focus is on "fit, fit, fit."

"Every female we've shown the jeans to has flipped out," said Timberlake, dressed in skinny William Rast jeans and a navy hoodie emblazoned with "Smokin' Kills."

Since the duo launched the brand some 10 months ago, the mostly denim and simple T-shirt line has sold at retailers such as Nordstrom and Fred Segal. Timberlake's star power has helped the brand.

"It's also been like a double-edged sword because of the exposure and (scrutiny), but we've been able to contain it," Ayala said.

Added Timberlake: "Out here, every style … becomes so accessible that everything has become so exploited and everyone can get it. So the quicker they come in, the quicker they burn out.

"The approach to doing clothing was the same to how I do my music," he said. "How can I create something that people will want … a year from now?"

When asked how much hands-on input both had on the line, Ayala replied, "Oh, we were almost too involved, like annoyingly."

Timberlake said he even gave someone grief over the denim rivets.

"So I'm very proud of those rivets," he said.

Though the brand's bread and butter lies in its stock of denim for men and women – including smart pinstriped jeans and gray and white washes for spring – other new additions will be slacks and more in women's offerings. Prices range from $60 for T-shirts to upwards of $200 for jeans.

The spring line takes inspiration from one of their favorite films, "The Outsiders," with a theme of the "greasers" vs. the "socs."

"We're incredibly excited about the show – if it's one thing I understand, it's how to put on a show," said Timberlake.

"I mean, how much longer am I gonna jump around on stage?" he added. "This is something I want to do forever."

KATHERINE NGUYEN

Tags: Justin, Timberlake, Fashion, Hollywood, brand, Ayala, jeans, t-shirts