Justin Timberlake’s fashion brand, William Rast, best known for its denim designs, has ventured on to a new fashion path.

Today parent company, People’s Liberation, confirmed the 2011 debut of  William Rast Eyewear and William Rast Racing Eyewear.

Viva International Group, linked with brands like GUESS, Escada and Tommy Hilfiger, will produce and distribute the new collections.

William Rast eyewear, which will include sunglasses and prescription pieces, will be available in William Rast stores, upscale department stores and specialty retailers.