Juicy’s head of design, Amy Gibson, describes the trademark luxe cotton rich fabrication as a “secret weapon that we held back for the right moment”, before citing summer as the ideal time to unveil its return in the “perfect ode to our beloved tracksuit”. The luxe velour is a heavy cotton base with a dense pile, offering the breathable qualities athleisure customers are after. The “almost dangerous” low-rise waistband of the original tracksuit has been swapped for a more forgiving mid-rise, while the signature trims have had a revamp too. Six fresh colourways make up the new release, including lemon drop, black, sugar swizzle, quiet grey, mint and raspberry rose.
Gibson referred to the “rich visual language” of the expansive Juicy archive, paying homage to the original Noughties celebrity muses – the “LA North Stars” of the brand – who were the early endorsers of the JC tracksuit. “For us, it was about establishing how it was worn then, and what people loved about it. From there we tackled how to make that work for 2021,” she remarks. “Our conversations centred around: how does the market want to adopt the Juicy tracksuit back into their wardrobes, and be confident in wearing their loungewear as a statement, 25 years later? We wanted to give the silhouettes a slight upgrade.”
The return of the velour pieces is marked with a new campaign: intimate imagery captured by photographer Roxy Lee, who has conjured a soft mood that nods to a comfy, at-home environment. And the anniversary celebrations won’t stop there. Gibson promises a series of enticing future drops to follow later this year: “We’re bringing back the original Juicy graphics, lots of crests and amazing slogans. You’ll have to watch this space!”
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