Love it, or hate it, you can’t deny that Juicy Men’s is big business in the contemporary market. Now, five years after Juicy Couture spun off a men’s wear line, the Liz Claiborne–owned company is finally giving the collection its own name: Dirty English. Juicy will begin the transition by rolling out a capsule of Dirty English apparel for holiday and will rename the entire men’s line by spring ’09.
“It was always an uphill climb for men’s with a name like Juicy,” explained Gela Nash-Taylor, who founded the brand in 1996 with Pamela Skaist-Levy. Known initially for its sexy women’s track suits, Juicy has tried to delineate its men’s wear line with the labeling “JM,” but, she conceded, “there was always that one guy that was not going to ever wear anything with a Juicy label in it.”
The name Dirty English was initially born out of a men’s T-shirt graphic that sold so well that the moniker was parlayed into a men’s fragrance. The fragrance, Dirty English, launched this spring in 1,400 department store doors.