House of Juicy launches Dirty London menswear brand for AW24

House of Juicy, the fashion house behind Juicy Couture which is owned by Authentic Brands Group, has launched a new menswear brand called Dirty London for AW24 - previewing at The Cube showroom in Paris.

The new offering, which will also be available for buyers to view at a showroom in London from 1 February, takes design cues from Juicy Couture’s trademark looks, resulting in reimagined luxury tracksuits, "elevated to meet the needs of the most discerning menswear consumer", with new "co-ord streetwear".

The collection incorporates colourful wash techniques and signature diamanté applications – brand defining details of Juicy Couture from the 90s and 00s.

While Dirty London is owned by Authentic Brands Group, it is licensed by London-based clothing and accessories design and manufacturing company Ink (Clothing) Ltd, a subsidiary of the Batra Group.

Brand Director at Batra Group, Paul Siviter, 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, and Dirty London said it will "work with creatives that push graphic styles in new and exciting directions". The brand’s debut collection also includes a range of premium menswear pieces.

The preview at The Cube showroom in Paris, which is running from 18-23 January, is described as "a pivotal moment" for the Batra Group, as Dirty London becomes the first in the group’s roster to launch at Paris Fashion Week.