Juicy Couture has gone baby crazy.
The company, owned by Liz Claiborne Inc., will launch a full collection of baby clothes, called Juicy Couture Baby, for girls and boys this spring.
“Baby fever has hit our Juicy world,” said co-founder Pamela Skaist-Levy. “It seems like every ‘It’ girl is having a baby and all they want to wear is Juicy, [so] all they want their babies to be wearing is Juicy.”
The new line consists of everything from bibs to blankets, swimsuits, T-shirts, onesies and, of course, tracksuits.
The Juicy sense of humor is as clear in the baby line as in the adult version; baby bikini bottoms say “Juicy” on the rear and a sun hat reads, “Be Juicy” on the top. Wholesaling from $16 to $62, the line will be sold in the children’s section of the company’s New York flagship at 368 Bleecker Street, the Juicy Couture store on Madison Avenue and at the Grant Avenue location in San Francisco. It also will be available at many of Juicy’s current wholesale accounts, such as Bloomingdale’s, Neiman Marcus, Saks Fifth Avenue and Nordstrom.
“For me, it became a world about babies when Pam’s son, Noah [now 6], was born,” said Gela Nash-Taylor, co-founder. “He was our Juicy muse and inspiration.”