When I read in WWD this morning that Justin Timberlake and Trace Ayala were set to open their first William Rast location in Los Angeles, my mind instantly went Robertson Blvd! Despite my personal loathing of Kitson and the Paris Hilton/Jennifer Love Hewitt-type paparazzi seekers that it draws, there are quality stores on the block and the foot traffic is as good as it gets in LA. But I was wrong, instead they're setting up shop at an outdoor mall in Century City, which makes sense too - but definitely isn't as high-profile as one would expect for the launch boutique of a celebrity line. Perhaps this means someone actually did their homework at parent company People's Liberation about where the numbers really made sense. How novel. Turns out William Rast is expected to turn a profit this year and they're looking to open 40 stores over the next few years, with three already cemented with leases. On a separate note: Justin, whatever was going on with your hair at the Emmys, let's not do that again. It was old-school JT, and not in a good way. Cool? Okay, thanks.