Juicy Couture Unveils Menswear Line in the UK - Dirty London for AW24

 
 

The Menswear Offering Will Take Design Cues From Juicy Couture to Provide a Contemporary Take on Luxury Streetwear Co-Ords

Juicy Couture, the iconic and beloved lifestyle brand, today announced the launch of its UK menswear line, Dirty London. The new capsule collection will debut in AW24 and can be found online at www.dirtylondon.com.

The new offering provides a refreshing take on the style credentials that made Juicy Couture a mainstay in contemporary culture; Dirty London embraces the city’s unique confidence and rich cultural tapestry to produce a new wave in co-ord statement streetwear.

Dirty London‘s forthcoming AW24 capsule will take cues from Juicy Couture’s genre-defining designs to produce a reimagined luxury tracksuit, elevated to meet the needs of the most discerning menswear consumer. The debut offering will preview at Paris and London Fashion Week in 2024 and incorporate colourful wash techniques alongside trend defining silhouettes and signature diamanté applications. The result is a collection of statement uniforms that embody care-free luxury, brought to customers by a fashion house synonymous with a range of subcultures throughout the ‘90’s and ‘00’s. Dirty London utilises this enduring cultural presence to set the stage for a new era of style.

Dirty London is owned by Authentic Brands Group and licensed by London-based clothing and accessories designer and manufacturer, Ink (Clothing) Ltd, a subsidiary of the Batra Group. Paul Siviter, Batra Group‘s Group Brand Director said, “For over two decades, Juicy Couture has represented the uniform of choice for those shaping subcultures across the globe. This bold, expressive energy aligns naturally with the City of London, a city which has birthed countless era-defining moments and subcultures across art, music and fashion. With Dirty London, we hope to offer our customers a reimagining of elevated, care-free luxury and a new era for coordinated streetwear styling. We look forward to bringing a first taste of what’s to come in AW24.“

A spirit of creativity will remain integral to the brand season to season; Dirty London continues to work with creatives that push graphic styles in new and exciting directions. The brand’s debut collection includes a range of premium menswear pieces and will preview at Paris Fashion Week from 18th-23rd January and London Fashion Week DTBC. The preview represents a pivotol moment for Batra Group, as Dirty London become the first in the group’s roster to launch at Paris Fashion Week.

Notes To Editors:

  • Dirty London AW24 will be previewed at The Cube showroom, Paris on 18th January 2024.

  • Dirty London AW24 will be previewed at the brand’s London showroom on 1st February 2024.

  • Showroom appointments can be booked via claudia@bbgroupuk.com

About Dirty London

Dirty London is a luxury streetwear brand inspired by the intrepid attitude and relentless confidence of London’s rich creative community. The brand embraces its affiliation with Juicy Couture to offer a re-imaging of luxury co-ordinated styling, taking cues from the genre defining velour tracksuit and signature diamanté application. Dirty London is owned by Authentic Brands Group, and licensed by London-based clothing and accessories designer and manufacturer, Ink (Clothing) Ltd, a subsidiary of the Batra Group.

About Juicy Couture

Juicy Couture is an LA lifestyle brand infused with casual glamor and an irreverent attitude, designed for girls all over the world. Embracing its Los Angeles heritage, Juicy discovers the couture in the everyday and delivers an element of surprise in all of its designs. Identified as a casual luxury brand, Juicy Couture offers apparel for women, girls and babies, as well as handbags, shoes, intimates, swimwear, accessories and jewelry. The brand is available in 14 freestanding stores and select department stores in approximately 94 countries throughout North America, Europe, Asia, Latin America, Africa and the Middle East. Its fragrance offerings are ranked among the world’s top prestige fragrances and are available in 25,000 points of sale.

For more information, visit juicycouture.com.

Follow @juicycouture on Facebook, Twitter and Instagram.

About Authentic Brands Group

Authentic Brands Group (Authentic) is a global brand development, marketing and entertainment platform, which owns a portfolio of more than 50 iconic and world-renowned Lifestyle, Entertainment and Media brands. Headquartered in New York City, with offices around the world, Authentic connects strong brands with best-in-class partners and a global network of operators, distributors and retailers to build long-term value in the marketplace. Its brands generate more than $29 billion in global annual retail sales and have an expansive retail footprint in 150 countries, including 13,300-plus freestanding stores and shop-in-shops and 382,000 points of sale.

Authentic is committed to transforming brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. Authentic’s brand portfolio includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, David Beckham®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Sports Illustrated®, Reebok®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hunter®, Vince®, Hervé Léger®, Hickey Freeman®, Frye®, Nautica®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Sperry®, Rockport®, Eddie Bauer®, Boardriders®, Quiksilver®, Billabong®, Roxy®, DC Shoes®, RVCA®, Element®, VonZipper®, Honolua®, Spyder®, Volcom®, Shark®, Tretorn®, Prince®, Airwalk®, Izod®, Jones New York®, Van Heusen®, Hart Schaffner Marx®, Arrow® and Thomasville®.

For more information, visit corporate.authentic.com.

Follow Authentic on LinkedIn, Instagram and X.

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