Juicy Couture and Crown Royal Drop Velour Tracksuits Inspired by Flavoured Whisky
Juicy Couture, the American brand whose velour tracksuits defined early-2000s pop culture, has teamed up with Crown Royal, the Canadian whisky owned by Diageo, on a limited-edition collection that turns three flavoured whiskies into wearable fashion. The collaboration reimagines Crown Royal's signature purple bag in Juicy Couture's signature velour, rhinestones and all. WWD
The collection draws on three Crown Royal flavours: Regal Apple, Royal Peach and Royal Blackberry. Each gets its own colourway — apple green, peach and blackberry pink — across matching velour tracksuits. The hoodies carry crown and pillow detailing; the track pants are finished with rhinestone logos. A limited-edition set also swaps Crown Royal's classic purple pouch for a Juicy Couture green velour bag, bedazzled with rhinestones, containing a 750ml bottle of flavoured Canadian whisky. (Flaviar)
Campaign imagery puts three models in the flavour-inspired looks: Ava Dash in apple green, Kelsey Anderson in blackberry pink and Kendra Bailey in peach.
On the corporate side, the deal links two brand-licensing heavyweights. Authentic Brands Group, which owns Juicy Couture, partnered with Diageo, which owns Crown Royal. Matt Salter, executive vice president of partnership marketing at Authentic Brands, and Jazmine Settles, senior manager of brands in culture at Diageo, both commented on the collaboration, according to WWD.
The partnership carries a charitable component. Crown Royal is donating $75,000 to RaiseFashion, a nonprofit that works to break down barriers for underrepresented talent in the fashion industry. Crown Royal will also donate 100 per cent of its net proceeds from the collaboration's hoodie and track pants to the same organisation. The partnership will additionally establish a designer grant, with one recipient announced during New York Fashion Week.
For shoppers, the pieces are split across channels. The collectible bottle bags are available at select retailers nationwide, while the limited-edition tracksuits are sold at crownroyal.com. A Crown Royal x Juicy Couture limited-edition tank top is listed at $45.00 on Crown Royal's official online shop. (Crown Royal Shop)
What makes the pairing click is the shared territory between the two brands. Crown Royal's purple velvet bag has been a recognisable object for decades; Juicy Couture's velour tracksuit has its own parallel claim on early-2000s nostalgia. Both trade in a certain kind of accessible luxury — products that feel premium without requiring a couture budget. Putting them together turns that overlap into something you can wear and something you can drink.
