WELCOME TO DIRTY LONDON
From the House of Juicy Couture
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.
BOLD
We are... Energetic, Challenging & Daring
EXPRESSIVE
We are... Spontaneous, Passionate & Enthusiastic
IRREVERENT
We are... Open Minded, Edgy, Independent
CONFIDENT
We are... Self Assured, Positive & Decisive
BORN IN LONDON
For many, London is more than just a city; it’s the epicenter of creativity, a place where right-brained thinkers converge to transform ideas into cultural revolutions. This city has long stood as a beacon for those who dare to challenge the norm, giving rise to countless era-defining moments and subcultural movements. London's unique ability to blend art, music, and fashion has established it as the world's cultural capital.
Drawing Inspiration from London
Dirty London draws inspiration from the city's rich cultural tapestry and relentless confidence. Under the House of Juicy Couture, we reinterpret the values that elevated Juicy Couture to iconic status, offering a modern, refined take on streetwear that blurs the lines between street and luxury fashion.
Our tracksuits, globally recognized as a staple of London’s style codes, epitomize the influence of street culture. They have become symbols of carefree luxury and perfect confidence, celebrated by high fashion. Dirty London operates at this intersection, where the evolution of style thrives.
INFLUENCE OF STREET CULTURE
Our tracksuits, globally recognized as a staple of London’s style codes, epitomize the influence of street culture. They have become symbols of carefree luxury and perfect confidence, celebrated by high fashion. Dirty London operates at this intersection, where the evolution of style thrives.
Elevated Luxury
Embracing the essence of "elevated luxury," we craft modern silhouettes that resonate with London’s street-savvy creatives. The casual cool of the past two decades is reimagined, further merging streetwear with luxury fashion. Our diamante finishes and logos signify a tribe united by a shared mindset of creativity, boundary-pushing, and setting new standards of style.
THE SPIRIT OF DIRTY LONDON
London’s creators are inherently disruptive, driven by a desire to be seen and to do so with confidence and style. Dirty London embodies this spirit, offering a contemporary and refined vision of streetwear that celebrates the city's vibrant cultural heritage.
Join us as we redefine luxury streetwear and celebrate the bold, unshakeable style that is Dirty London.