‘Dirty London, from the House of Juicy reimagines the staple velour tracksuit with the grit and luxurious taste of the contemporary creative.’
Dirty London is inspired by the intrepid attitude and relentless confidence of
London’s rich creative community. 
Disruptive by nature, the city and its creators desire to be seen and demand to be doing so with confidence and style.
From the House of Juicy came Juicy Couture, a 90s icon boasting an attitude and style big enough to captivate the hearts and minds of a generation, a status symbol  from the streets of LA to London that created its own subculture. 
Despite fashion’s readiness to evolve, it feeds on nostalgia, playing to our emotions, fondest memories, and desires. 

Dirty London from the House of Juicy looks to the city’s unique, rich cultural diversity, extensive creative community, and relentless confidence as a point of inspiration to build a status-symbol-worthy uniform for a new wave of tastemakers.
Reinterpreting the values and redistributing the energy that gave way to Juicy Girls and Juicy Couture’s icon status, Dirty London reimagines the staple velour tracksuit with the grit and luxurious taste of the contemporary creative.
Modern silhouettes serve as Dirty London’s base offering a contemporary, refined take on streetwear, referred to as ‘elevated luxury.’ Here, diamante finishes and bold logos are symbols of a tribe connected through a mindset of mutual creativity, pushing boundaries and setting new standards of style.
Dirty London – by re-imagining tracksuits through the lens of elevated luxury,
ushering a new era of style.
London is our home and inspiration.