Launching with a capsule collection for AW 2024 it’s providing a fresh take on the cult Juicy Couture brand that reached its peak in the early 2000s.
The label is named after its hometown London where it’s also based and it “embraces the city’s unique confidence and rich cultural tapestry to produce a new wave in co-ord statement streetwear”.
The collection mainly focuses on a rebrand of the iconic tracksuit, this time catering to the male consumer. The brand had its preview at Paris Fashion Week on January 23rd and will showcase its debut collection at the Philippe Cube showroom in London on February 1st. The tracksuit is defined by colourful wash techniques as well as diamanté applications.
Dirty London is owned by Authentic Brands Group, and licensed by clothing and accessories designer and manufacturer, Ink (Clothing) Ltd, a subsidiary of the Batra Group.
Paul Siviter, Batra’s Brand Director said: “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, carefree luxury and a new era for coordinated streetwear styling.”