NEW YORK — Five years after Juicy Couture spun off a men’s wear line, the Liz Claiborne–owned company is finally giving the collection its own name: Dirty English. Juicy will begin the transition by rolling out a capsule of Dirty English apparel for holiday and will rename the entire men’s line by spring ’09.
“It was always an uphill climb for men’s with a name like Juicy,” explained Gela Nash-Taylor, who founded the brand in 1996 with Pamela Skaist-Levy. Known initially for its sexy women’s track suits, Juicy has tried to delineate its men’s wear line with the labeling “JM,” but, she conceded, “there was always that one guy that was not going to ever wear anything with a Juicy label in it.”
The name Dirty English was initially born out of a men’s T-shirt graphic that sold so well that the moniker was parlayed into a men’s fragrance. The fragrance, Dirty English, launched this spring in 1,400 department store doors.
I think this is a super smart move on their part. One of my guy friend's is transitioning into dressing better and contemporary brands and refuses to wear Juicy (because of the name/brand associated with it) even though he likes the designs.
I was at Loehmann's with my bf the other day, and saw a bunch of Juicy men's jackets with the "J" zipper pull, and we both agreed that it was a little too girly. I agree that this is a smart marketing move.
my brother loves jm , i dont see why some guys wont buy it because it doesnt say juicy on anything just jm . you only see juicy couture on the tag and simply you cant see the tag when you were it lol but imo good move .