Dirty London is new menswear brand from House of Juicy

House of Juicy has unveiled Dirty London, a new menswear label that “will take design cues from Juicy Couture to provide a contemporary take on luxury streetwear co-ords”.

It launches with a capsule collection for AW24 and is said to “provide a refreshing take on the style credentials that made Juicy Couture a mainstay in contemporary culture”.

London-based and named after its hometown, we’re told it “embraces the city’s unique confidence and rich cultural tapestry to produce a new wave in co-ord statement streetwear”.

The AW24 offer “takes 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”. 

It’s previewing at Paris Fashion Week until 23 January and at the brand’s London showroom on 1 February and incorporates colourful wash techniques alongside “trend-defining silhouettes and signature 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.”