William Rast, the US label started by pop star Justin Timberlake, is to focus on denim this year, which it says is coming back into fashion.

The company's newly appointed president of wholesale, Rick Spielberg, will lead a new denim team.

"We see a huge growth opportunity in denim for 2011 and beyond," said Colin Dyne, chief executive officer of People's Liberation, the parent holding company of William Rast.

"After seeing a slow year for denim in 2010, we think the consumer, who has filled their closets with alternatives such as leggings, jeggings, chinos and cargos, is ready to come back to denim.

"We have invested significantly in denim development to come up with the best fits, and have taken all steps necessary to make sure we have the softest, most comfortable and sophisticated fabrics and washes in the market for Fall 2011."

Gregg Fiene, founder and previous owner of XOXO, will oversee the creative direction for non-denim, sportswear apparel, William Rast added.