Juicy Couture has big, bad plans to expand, starting with a new fragrance for men called Dirty English. The label’s founders Gela Nash-Taylor and Pamela Skaist-Levy say the fragrance is a mixture of Anglomania, CZ Guest, and a “dash of attitude inspired by a 1976 review of a Sex Pistols concert.” What man wouldn’t want to smell like the British, a female beauty icon, and a smelly Sex Pistols concert?
Dirty English was also inspired by the flagship Juicy store on Rodeo Drive, which boasts a loft “designed to make men want to come and hang out,” according to Nash-Taylor. It’s supposed to look like a billiard room complete with a gold knight in armor by a fireplace and a surfboard that says “Dude, Where’s My Couture?” Similarly inviting, Nash-Taylor believes, is the Dirty English bottle, which is heavy, glass, and square with a chain. Nash-Taylor says, “Any self-respecting bad boy will want to wear it.” Nothing says “bad” quite like chains on your cologne bottle.
After the cologne, Juicy will roll out men’s eyewear, an equally bad-boy infants’ line, and men’s loungewear like robes and boxers. It sounds to us like pretty soon whole families will be able walk around with “Juicy” across their asses. Don’t think the East Coast will remain immune to such a sight, either — in August, Juicy is opening a 9,000-square-foot flagship on Fifth Avenue. So run for the hills, but if you bump into a golden surfing knight asking you where your couture is, you’ve gone too far.