Last week, it was reported that Juicy Couture, the brand whose baby tees and velour tracksuits were everywhere in the early aughts, was closing down. It was billed as the end of an era, and the amount of tribute stories of celebrities wearing their pastel-colored sweatsuits quickly shot up. But while everyone is saying their adieus, Juicy Couture is, well…not.
The label told Vogue U.K. that there are currently no plans to shutter Juicy Couture entirely, they’re just doing a little spring cleaning now that they’ve got a new owner. “As part of Authentic Brands Group’s comprehensive strategy to expand the Juicy Couture brand globally and re-energize the brand in the U.S., the existing Juicy Couture stores in the U.S. are being phased out,” they said. “These stores were opened under the previous owner of the brand and are no longer representative of the Juicy Couture brand today and our vision for the brand’s future. We plan to open new concept U.S. stores in new locations in 2015.”
These new stores promise to be in “key, high-traffic locations” throughout the country. Juicy Couture maintains that the label is thriving and although they are shutting down a few retail locations, they’re confident that collaborations with Movado, Swimwear Anywhere, Steve Madden, Contour and more will help make up for any lost revenue.
So, if you were lamenting the loss of your favorite brand when you were a teenager–stop right now because it sounds like Juicy Couture ain’t going anywhere.
