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end of an era
June 23, 2014


RIP, JUICY TRACKSUITS, FAMEWHORE UNIFORM OF THE 2000S

By Alex Ronan


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19 Photos
Photo: Kristian Dowling/Getty Images; Courtesy of Juicy Couture; Splash News

Last week, Juicy Couture announced its plans to close all of its U.S. stores,
causing a faint tremor of nostalgia to ripple through anyone who recalls the
popular T-shirt from middle school “Juicy Is Forever.”

In the early 2000s, comfort was cool. Celebrities went about their glossy
lifestyle of international bottle service in velvet hoodies and fleece-lined
Uggs, and one brand seemed to encapsulate that ethos perfectly. The rise of the
Juicy tracksuit coincided with the emergence of a particular kind of tabloid
coverage; Us went from monthly to weekly in 2000, InTouch arrived in 2002,
and Life & Style came out in 2004. With the help of blogs like Perez Hilton
(2001), the invention of YouTube (2005), and the birth of TMZ (2005), fans could
easily see the rich and famous looking their absolute laziest.

Immortalizing this high point in American leisurewear, celebutantes and “It”
girls starred in a number of reality TV shows that involved a lot of lounging,
such as The Simple Life, Newlyweds, The Gastineau Girls, the Real
Housewives franchise, Laguna Beach, and The Hills. From the start, life (in
sweats) imitated art. Eva Longoria’s character on Desperate Housewives
wore Juicy sweats, but so did real Eva Longoria at the grocery store. Paris
Hilton wore the cotton-candy look pretty much everywhere. They signified
bitchy-cool-girl status, with Summer Roberts on The O.C. (2004), Mean Girls
(2004), and every female in middle school (2001–2004) all sporting that tiny
little J on their zippers.

Sporting a tracksuit meant you were too good to do actual work. Paris and
Nicole’s The Simple Life marked a limp attempt at pursing employment, as the duo
traveled around the U.S. taking on a number of internships. The running gag was
basically: We’re so rich we’ll never really have to do this stuff. Oddly, it was
Kim Kardashian and the whole Kollective who shepherded us away from
the celeb-as-pampered-princess and into the era of super-hardworking — but
famous — people. Kim Kardashian, a childhood friend of the Hilton sisters, got
her start as Paris’s personal assistant and closet organizer, eventually working
as LiLo’s stylist before finding major fame after her sex tape was leaked.

The first season of Keeping Up With the Kardashians aired in October 2007, the
same month that the stock market peaked. Post-recession celebrities now work
really hard to demonstrate how hard they work. While the show — and its many
spin-offs — has revolved around the Kardashians’ crazy antics and well-funded
adventures, their businesses have always played a major part. They’ve got their
DASH stores, the clothing lines (QVC and Sears), beauty collaborations,
Kardashian Glamour Tan, the Kardashian Konfidential book series, ad infinitum.
Instead of aggressively relaxing, many post-recession reality shows of the
famous detail the often-grueling lifestyle of maintaining celebrity, which
brings into sharper focus why Juicy sweats are so appealing in the first place. 

By 2008, even Gossip Girl’s Blair Waldorf was too hip for Juicy sweats, though
she did wear a Juicy bracelet in one episode and some of the show’s other stars
attended the opening of the New York flagship. These days, the only people on
reality TV wearing much Juicy are a few members of the Real Housewives
franchise, but no one would ever mistake them for cool. Besides, many of them
are moving beyond the traditional-housewife role to start their own fashion
lines, gyms, and beauty brands, and they’re often doing it in form-fitting yoga
pants.

The Kardashians, Kim in particular, have banished their terry-cloth tracksuits
for Lululemons (being famous is a real workout!) and embraced the more polished
look of actual couture. But, just like Paris Hilton, Juicy Couture isn’t really
going away. Though a search for “sweatpants” on the JC website yields bold text
that reads “sorry, we couldn’t find any items that matched your search,” they’ve
inked a deal with Kohl’s. The discount store will begin selling Juicy-branded
products this fall. Just in time for the early 2000s trend revival that’s right
around the corner.


RELATED

Exclusive: Behind the Scenes at Karlie Kloss’s Juicy Couture Shoot
View
1 / 19 Photos more-arrow
Expand Photo
Britney Spears, 2005  Photo: Ginsburg/Spaly/Splash News
Expand Photo
Paris Hilton, 2010  Photo: Splash News
Expand Photo
Jessica Alba, 2002  Photo: L. Cohen
Expand Photo
Beyoncé, 2004  Photo: Splash News
Expand Photo
Jennifer Lopez, 2001  Photo: Kevin Mazur
Expand Photo
Kim Kardashian, 2007  Photo: Splash News
Expand Photo
Miley Cyrus, 2008  Photo: “MAP / Splash News”
Expand Photo
Kendall Jenner, 2011  Photo: Jacson / Splash News/Ã?© www.splashnews.com
Expand Photo
Amy Poehler in Mean Girls, 2004  
Expand Photo
Nicole Richie and Paris Hilton on The Simple Life  
Expand Photo
Katy Perry, 2009  Photo: Pichichi / Splash News
Expand Photo
Paris Hilton, 2008  Photo: Kristian Dowling/Getty Images

Expand Photo
Ashanti, 2008  Photo: Mejia / Asadorian / Splash News
Expand Photo
Eva Longoria, 2009  Photo: “Brandon Todd / Splash News”
Expand Photo
Hillary Swank, 2010  Photo: London Entertainment/Splash
Expand Photo
Kelly Rowland, 2003  Photo: Lawrence Schwartzwald / Splash N
Expand Photo
Jewel, 2006  Photo: Jan Knapik/Splash News
Expand Photo
Vanessa Minnillo, 2008  Photo: Brian Prahl/Splash News
Expand Photo
Emma Watson in The Bling Ring, 2013 
1 / 19
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TAGS:

 * juicy couture
 * early aughts revival
 * tracksuits
 * reality tv
 * paris hilton
 * the simple life
 * keeping up with the kardashians
 * kim kardashian
 * britney spears
 * slideshow
 * miley cyrus
 * katy perry
 * j. lo
 * eva longoria
 * sweatsuits
 * terry cloth
 * nostalgia
 * end of an era
 * More






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