Haute Concept

Juicy Couture, the youthful fresh label most famous for it’s track suits, is putting a heavy focus on the menswear market.

The L.A.-based company is creating a spin off of it’s current men’s wear line. The name of the collection will be ‘Dirty English’. The name change is part of the company’s push to better tap the male consumer who may be a bit wary of buying something branded with ‘Juicy’.

The Dirty English name is edgier and male consumers have responded well to the name which was initially part of a men’s tee shirt. After moving units of that tee well, the company used the name for it’s men’s fragrance which also did well at retail.

Juicy Couture will begin the transition with a capsule collection for holiday and aims to complete the change by spring 2009.

The collection and name will reflect the “bad boy” sense of Juicy’s male consumer. Gela Nash-Taylor told DNR, “The line has always had a different aesthetic. It’s darker than Juicy women’s, and it’s always veered a little more expensive. We’ve tried to fight against that for many years, but now we’re just going to embrace it.”

Prices will range from about $350 for a suit blazer and $198 for corresponding pants to $1,750 for a rabbit-fur lined leather jacket.

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