Justin Timberlake named his clothing line, William Rast, after his grandfather William, which besides being a great way to pass blame, is also really, really sweet. So how does Justin honor his relative? Through expensive embellished denim and an online promotional movie featuring Timberlake and some model as a modern-day Bonnie & Clyde (because outlaws today would definitely be spending $220 on white jeans):
Why is this happening? Well, apparently it took a lot of convincing to coax publicity-shy Justin from the shadows and onto the Internet promo movie screen:
"We came up with this idea for him to play a role as this guy named William Rast," [creative director] Johan Lindeberg said. "So it isn't meant to be Justin, it's Justin playing a role, as an actor. When we explained the idea, he instantly loved it and got really into building the profile of this character."
It's always a good sign when you have to explain acting to someone. "It's like pretend, Justin," you can hear the execs coddling. "Like fun dress up. Please? These ugly jeans aren't going to sell themselves!"