Juicy Couture is trying to make a comeback.
According to Women’s Wear Daily, its iconic tracksuit will be sold at Bloomingdale’s.
The company is riding on the current athleisure trend, which, incidentally, might be one of the reasons that it lost popularity.
“Current fashion trends are about elevating casual sportswear … and velour is velvet’s casual antidote,” Brooke Jaffe, operating vice president and fashion director of ready-to-wear at Bloomingdale’s, told WWD.
The track suit, which will be part of a capsule collection from Juicy Couture Black Label, will go for $108 for the top, and $88 for the pants. But will Juicy Couture be able to convince shoppers to pay a premium?
After all, it’s been relegated to the bargain bin, on sale at Kohl’s for $20 to $27.
It’s on sale at Macy’s, too. The iconic velour track jacket was originally priced at $178, but has been marked down to $79.99.
It’s indicative of Juicy Couture’s downfall from luxurious brand to discount-outlet staple. At its peak, celebrities like Paris Hilton and Britney Spears were photographed donning the tracksuits.
But the company’s signature clothing lost its appeal when its styles failed to evolve with fashion’s changing climate. Brands like Lululemon and Under Armour gained popularity with their fitting, flattering, and functioning workout styles.
But even if it’s fallen off of the trend radar and teens want completely different things than they wanted a decade ago, there’s certainly a desire for nostalgia.