Crown Royal and Juicy Couture Drop a Velvety Smooth Collab

• Crown Royal and Juicy Couture have announced a collaboration featuring limited-edition tracksuits and collector bottle bags.
• The collab taps into Gen Z’s piqued interest in Y2K fashion and the brands’ signature use of velour.

It’s not hard to understand Gen Z’s obsession with Y2K design. Trends are cyclical, and Gen Z wasn’t old enough to fully experience those turn-of-the-century trends the first time around; Y2K’s maximalism and contrasts gave way to more subdued and understated designs, so naturally, Gen Zs seeking to stand out pushed the pendulum back to where it was in the late 90s and early 00s.

One of the beneficiaries of Gen Z and Alpha’s interest in Y2K is Juicy Couture. In Juicy’s heyday, its bedazzled and ostentatious velour tracksuits were seen donned by megastars like Paris Hilton, Britney Spears, and Jennifer Lopez.