Danish affordable luxury brand GANNI is announcing their new collaboration with Juicy Couture on an exclusive 13-style collection that will include the most responsibly produced version to date of the iconic Juicy Couture velour tracksuit. The collection is set to launch on March 30 and will be available on GANNI.com, GANNI stores worldwide and juicycouture.co.uk.

A Los Angeles-inspired lifestyle brand, Juicy Couture’s signature two-piece velour tracksuit has been synonymous with Hollywood and pop culture’s it-girls since its epic rise to fashion fame in the early noughties. Now, GANNI and Juicy Couture are teaming up for a fresh take on the ultra-comfy, always stylish tracksuit in its most responsibly produced iteration yet. Made with a mix of certified organic and pre-consumer recycled cotton as well as recycled polyester, the two-piece ensemble comes in a brown logo print and an all-blue version. The collection also includes t-shirts, caps, dresses, tops and leggings in certified organic cotton. Channeling the cult Y2K aesthetic throughout, GANNI and Juicy logos intertwine across the collection.

“There are few fashion pieces in the world that are as easily recognized as Juicy Couture’s velour tracksuit; it’s truly a piece of pop culture history, and I am super excited for GANNI’s take on it. Being able to work with them on making the most responsible version yet was a great extra layer to the collaboration. For the collection, we wanted to keep the essential 2000s mood and LA vibe while bringing some of GANNI’s contemporary Scandi feel to it, and I can’t wait for our community to create some new iconic moments in it!” Ditte Reffstrup, Creative Director, GANNI, said.

The collaboration exudes confidence and comfort and shines a light on the world, all intrinsic elements to both brands’ DNA. Together, GANNI and Juicy Couture present a colorful, bold and inclusive universe, never taking themselves too seriously, encouraging self-expression and above all, have fun while doing it.

“A collaboration with GANNI was a natural fit for Juicy Couture,” said Taryn Washenik, SVP, Brand – Fashion and Active, Authentic Brands Group (ABG), owner of the Juicy Couture brand. “It was incredibly special to marry GANNI’s effortlessly cool Scandinavian DNA with Juicy’s LA vibe and off-duty celebrity heritage. Ultimately, we set out to inspire authenticity and self-expression with this collection, and we are thrilled to see it come to life.”

The campaign was shot in NYC by Emmie America featuring Parker Kit Hill, Lucy Rae McFadin, Ebon Nights and Sam Welsch.