The Y2K revival: how Juicy Couture made its glamorous comeback

The noughties are looked back upon for many things. The infamous “millennium bug” didn’t actually bite, new pop artists dominated the charts and everyone and their grandmother were playing the latest version of Snake on their Nokia mobile phones.

But aside from the world not ending, many also reminisce about the 2000s because of its fashion. From low-rise jeans and denim skirts to platform flip-flops and rhinestone jewellery, it was certainly a unique era for mainstream fashion.

A major staple for Y2K fashion is Juicy Couture – a brand that started out strong, fell off and then came back to life thanks to the power of social media and nostalgia marketing. 

We’ll explore how Juicy Couture went from dominating the fashion scene to disappearing from it, and how it came roaring back.

From dreams to designer: the beginning of Juicy’s journey

Founded by Gela Nash and Pamela Skaist-Levy, Juicy Couture started out as Travis Jeans in 1989, which focused on women’s maternity wear. The name was changed to Juicy Couture in 1996, and the founders redirected their focus to addressing a gap in the market, which was luxury casual apparel.

The brand’s core values around quality and comfort laid the foundation for its iconic velour tracksuit line. Introduced in 2001, the tracksuit was originally custom-designed for the famous pop singer Madonna, and quickly gained popularity after she wore it out in public.

Other celebrities hopped onto the bandwagon afterwards, including the likes of Lindsey Lohan, Paris Hilton, Britney Spears and Jennifer Lopez – sporting its famous bright colours and rhinestone logos. It also appeared in pop culture classics like Mean Girls and Legally Blonde, only further making its mark as a 2000s fashion staple.

New look: Juicy’s acquisition and soaring sales

Juicy Couture was acquired by Liz Claibone Inc. (now Kate Spade & Company) in 2003 and Juicy’s popularity only skyrocketed throughout the decade. Its sales figures were estimated to be around $200 million (approximately £160 million).

Even during The Great Recession era of 2008, the brand hit a peak of $605 million (approximately £483 million) in sales – a 22.4% increase from the previous year. It also started to expand its product line around this time, including new accessories and fragrances, such as its popular “Viva La Juicy” perfume.

Going out of fashion: how Juicy fell from grace

Like with many other businesses, the post-recession era was a tough time for Juicy Couture – facing an 11% decline in sales just a year after its peak.

But aside from plummeting sales and post-recession uncertainty, the company’s founders stepped back in 2010 amid leadership disagreements and dissatisfaction over the brand’s direction. 

Changes in customer needs, preferences and behaviour also meant that Juicy Couture’s flashy branding and bright colours became outdated by the time the 2010s rolled around, particularly as more consumers started to gravitate towards a minimalist aesthetic. 

Sales continued to decline after the founders’ departure and the company eventually closed all of its US stores by June 2015. Its UK stores, including Regent Street, Bluewater and Westfield White City, were also closed by this time.

“It’s been painful to watch the brand fall down after we left,” Skaist-Levy told The Huffington Post in 2014. “We wanted Juicy to be the great American girly brand. It was our legacy.”

Revived by nostalgia: Juicy’s return to the fashion scene

Years after its post-recession struggles, the Juicy Couture brand was out of the limelight, and the once fun and flashy velour tracksuits were now pushed to the back of consumer wardrobes and collecting dust.

That is, until 2020 when the COVID-19 pandemic hit. During this difficult period, people would turn to nostalgia for comfort and escape. The return of Y2K fashion was a huge part of this, including those once-beloved velour tracksuits that everyone wore back in the day.

While it already started to make a slow comeback two years earlier with its runway show for New York Fashion Week, throwback posts on Instagram and TikTok were what truly set its return in stone, and the brand relaunched its online store in December 2020.

Since then, the Y2K nostalgia train has continued to run, and Juicy Couture has seen impressive net sales thanks to the new generation of fashionistas. The company’s annual revenue for 2024 was estimated to be $324 million (approximately £250 million), a remarkable comeback after years of slumped sales and declining figures.

What else brought Juicy Couture back to life?

Nostalgia played a major part in Juicy Couture’s return, but what else contributed to its resurrection?

New celebrity endorsements

Much like in the 2000s, which helped establish the brand in the first place, new endorsements from A-list celebrities and TikTok influencers helped revive interest. Big names like Bella Hadid, Kylie Jenner and Saweetie were sporting new tracksuits, further popularising the Y2K aesthetic.

Meanwhile, hashtags like #JuicyBack and #JuicyForever also helped it grow organically online, sparking a renewed cultural relevance with the Millennial and Gen Z target audience. The company itself tapped into the power of nostalgia by featuring influencers who grew up during the 2000s or were inspired by the era. For example, its Instagram page consists of models sporting their classic tracksuits – complete with rhinestones and pastel colours – to recreate the Y2K vibe.

The rise of second-hand shopping apps

As second-hand marketplace platforms like Depop and Vinted gained popularity, so did Juicy Couture’s relevancy.

As second-hand shoppers hunted for authentic early 2000s pieces, the brand gained exposure among a younger audience embracing Y2K fashion trends. The growing demand for vintage Juicy Couture items on resale platforms created a perfect backdrop for its official comeback, as the renewed interest in its iconic pieces translated into excitement for its new collections.

Product line revitalisation

Alongside its classics, Juicy Couture has also refreshed its product offerings to align with contemporary fashion trends, while still maintaining its iconic look. This included introducing updated velour tracksuits with modern embellishments, such as crystal details and satin fishes, appealing to both nostalgic and new fashion enthusiasts.

This included the release of its Heritage collection in November 2023, paying homage to the brand’s origins and featuring classic designs with environmentally friendly materials to appeal to eco-conscious shoppers.

Conclusion

It’s fair to say that Juicy Couture’s story has a happy ending.

The brand’s comeback shows just how powerful nostalgia and social media can be. The brand has managed to blend its iconic 2000s vibe with modern trends, drawing in both old fans and new ones. Influencer hype, second-hand shopping and new collections have also helped to drive its return.

Plus, with its Westfield White City store now open once again, Juicy is making a bold statement that it’s here to stay.