Early aughts-inspired trends have fueled Juicy Couture’s entrance into the menswear market with the launch of its Dirty London label.
The collection, which will be at retailers in the fall, was shown this week during Paris Fashion Week. Parent Authentic Brands Group said it’s positioning the brand as “luxury streetwear.”
The launch collection has the Juicy DNA all over it as Dirty London aims to “reimagine [Juicy’s] iconic tracksuit,” Authentic said in an announcement on the brand.
The men’s business isn’t entirely new to Juicy, nor are the U.K. references. The company rolled out in 2008 a cologne called Dirty English.
L.A.-born Juicy Couture was launched by Gela Nash and Pamela Skaist-Levy in 1997. It grew into a global business with the company’s velour tracksuits and several celebrities fans of the brand.
Liz Claiborne Inc., now Fifth & Pacific Cos., bought Juicy Couture in 2003 in a move that led to further category expansion through licensing deals for jewelry and accessories. In 2013, Authentic paid $195 million for the business, shuttering stores and expanding distribution into mass market retailers, such as Kohl’s and JCPenney. The latter inked a deal in 2021 to sell a diffusion label called Juicy by Juicy Couture.
The brand is now distributed in 14 stores and department stores in 94 countries.
Resurgence of early 2000s trends, now seen as “vintage” to a new generation, has allowed for several brands to reemerge and capitalize on the moment. This also includes Von Dutch, made famous by its trucker hats seen on celebrities from Paris Hilton to Britney Spears. In November, the brand staged a pop-up at Los Angeles boutique retailer Kitson.
Current trends have also allowed for the rise of new brands, including Los Angeles-based Boys Lie. The casual brand sells sweatsuits, crewnecks and T-shirts, but has also gotten into jewelry and accessories, with direct-to-consumer distribution and wholesale partners such as Urban Outfitters.
Be First to Comment