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Fashion group House of Juicy has unveiled its new menswear brand Dirty London.
Presented as an expansion of the culturally-driven Juicy Couture name, the label will take design cues from the JC archive whilst also incorporating a “rich cultural tapestry” to produce a new wave in co-ord statement streetwear.
Launching with a capsule collection for AW24, the line features a reimagined version of its sister brands signature tracksuit set, complete with recognisable design elements elevated to meet the needs of the most discerning menswear consumer.
Additionally, key pieces will incorporate colourful wash techniques alongside “trend-defining silhouettes and signature diamanté applications”.
While Dirty London is owned by Authentic Brands Group, it is licensed by London-based clothing and accessories design and manufacturing company Ink (Clothing) Ltd, a subsidiary of the Batra Group.
The firm’s group brand director, Paul Siviter, said in a statement: “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.”
The new Dirty London collection will preview at Paris Fashion Week until January 23rd, and at the brand’s London showroom on February 1st.
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