Juicy Couture, the iconic and beloved lifestyle brand, unveiled its UK menswear line, Dirty London…

The new offering provides a refreshing take on the style credentials that made Juicy Couture a mainstay in contemporary culture; Dirty London embraces the city’s unique confidence and rich cultural tapestry to produce a new wave in co-ord statement streetwear.

Dirty London‘s forthcoming AW24 capsule will take cues from Juicy Couture’s genre defining designs to produce a reimagining of the luxury tracksuit, elevated to meet the needs of the most discerning menswear consumer. The debut offering incorporates colourful wash techniques alongside silhouettes and signature diamanté applications.

The result is a collection of statement uniforms that embody care-free luxury, brought to customers by a fashion house synonymous with a range of subcultures throughout the 90’s and 00’s.

Paul Siviter, Group 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, 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.“

A spirit of creativity will remain integral to the brand season to season; Dirty London continues to work with creatives that push graphic styles in new and exciting directions. The brand’s debut collection includes a range of premium menswear pieces.

The new capsule collection will debut in AW24 and can be found online at www.dirtylondon.com.