Does the name kill the brand? William Rast just doesn’t sound right for a fashion brand, even with Timberlake’s mega-celebrity profile to support it? Perhaps a change to Rasta Williams is the key.

Justin Timberlake will have not one, but two shows during New York Fashion Week. Not only is he performing at Fashion Rocks on Sept. 5, but the singer plans to rock the Roseland Ballroom on Sept. 7 at 9 p.m. as models take the catwalk decked out in the latest looks from his clothing line, William Rast. This won’t be the first time Timberlake has shown his collection — he first presented it in Los Angeles back in October 2006. Despite the fanfare then, the collection never took off and Timberlake, along with his business partner-childhood friend Trace Ayala, decided to scale back. Last fall, Marcella and Johan Lindeberg were named creative directors of the line, and the first effort was shown off during a presentation in February in New York. Round two comes in September.