Saint James Iced Tea has announced the launch of its limited-edition Juicy Peach flavor in partnership with Y2K lifestyle brand Juicy Couture .
The nostalgia-fueled collaboration merges the iced tea brand’s fruit-forward beverage lineup with Juicy Couture’s playful, rhinestone-studded Y2K aesthetic, marking the latest taste-meets-fashion move from the rapidly growing iced tea label.
channels. Starring rising digital personality Ashtin Earle and shot by acclaimed artist and photographer Alana O’Herlihy , the campaign channels early-2000s iconography—from flip phones and velour tracksuits to hot pink visuals and rhinestone glamour.
The collaboration makes its official splash today with a high-visibility billboard takeover at One Times Square in New York City.
Co-founder and Co-CEO Brad Neumann explained how the idea took shape: "Given that our existing flavors are almost entirely fruit-forward, our team often found ourselves using the word ‘juicy’ to describe them. Naturally, this sparked the idea: wouldn't a collaboration with Juicy Couture be interesting?
From there, we teamed up with the Juicy Couture team to create a vibrant back-to-school concept for this collaboration." Co-founder and Co-CEO Brenden Cohen added: "Our goal was to tap into that strong sense of nostalgia that Juicy Couture is known for, and that we knew would resonate with a large portion of our consumer base." The Juicy Peach packaging showcases both brands, blending Saint James’ signature fruity icons with nods to Juicy Couture’s iconic bedazzled logo…
