The Los Angeles-based brand, owned by Liz Claiborne Inc., will launch a full yoga apparel collection called Down Dog Couture for holiday selling.
“Pam [Skaist-Levy] and I have been doing yoga for years, and we just decided that we really wanted to be wearing our own yoga clothes,” said Gela Nash-Taylor, co-founder and co-creative director of Juicy Couture. “Yoga is just part of the California lifestyle. It’s something John [Taylor, Nash-Taylor’s husband, who is also the bassist and a founding member of Duran Duran] and I both do together. It’s laid-back, relaxing, but truth be told, I still find it hard to completely meditate. It’s like I have to force myself to stop thinking about shoes or whatever.”
The Down Dog Couture collection, set to hit sales floors next month at retailers including Bloomingdale’s, Saks Fifth Avenue and Nordstrom, consists of yoga essentials such as nylon camisoles, zip-up fleece jackets and fold-over waist pants in a range of styles. The color palette is in line with Juicy’s vibrant style — hot pink, cobalt blue and a range of neon tones, balanced with heather gray and black.
Tongue-in-cheek graphics, which can be found on T-shirts, tanks and pants, are also evident, with the Down Dog Couture logo prominently displayed across fold-over waistbands and on pant legs. Nash-Taylor said they were heavily inspired by a “retro Jane Fonda” when designing the collection and mixed in their kooky sense of humor with sayings like “Life is Juicy” and “Breathe/Relax” on tops with subtle details like peace sign hardware.
“Many of our accounts have been asking us for this sort of active-type product for some time,” said Laura Mays, Juicy’s senior managing director of North America. “Our department stores in particular are looking to place it in their activewear departments, so this is perfect timing for us.”
In addition to department and specialty stores, Down Dog Couture will be available in the brand’s 63 freestanding stores. The collection wholesales from $20 to $40.
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