Juicy Couture: the end of an era?


Juicy Couture – the American brand famous for its tight-fitting velour tracksuits – could be heading for a zip-up of production. A year after its parent company Kate Spade sold the brand off, sales have continued to plummet and plans to close all its US stores have been announced. Though Juicy is still alive – it recently publicised collaborations with Steve Madden shoes and Kohl’s department stores – it is much diminished. According to the US fashion website Racked, new items will only be available internationally. While Juicy tracksuits now seem to be sealed in the same noughties time capsule as sex tapes and The Osbournes reality show, it was once a very different story. Just a few years ago having “JUICY” splashed across your derriere was percieved not only as a bit of Katharine Hamnett-style fun, – it was also big business. But the brand’s cachet did not last long. The Young Hollywood issue of Vanity Fair from 2003 includes a conversation in which Ashley Olsen is asked why she owns so many Juicy tracksuits. Her answer? “They’re from two years ago when they were hot.” Read more..