Crown Royal and Juicy Couture Launch Y2K-Inspired Velour Collection

The collection draws inspiration from Crown Royal’s Regal Apple, Peach, and Blackberry whiskies, translating each flavor profile into custom colorways: Regal Apple Green, Peach Orange, and Blackberry Pink. Each piece features heavy branding, including velour hoodies and track pants adorned with rhinestone logos and the whisky brand's signature crown and pillow motifs. The collaboration also reimagines Crown Royal’s iconic purple drawstring bag, which has been redesigned in velour to match the apparel line.

James Valdes, Director of Crown Royal, noted that the partnership aims to bring a fresh, unexpected energy to the brand’s flavored whisky lineup. Beyond the retail launch, the initiative serves a philanthropic purpose: Crown Royal is pledging $75,000 to RAISEfashion, a nonprofit organization that supports emerging designers from underrepresented communities. This donation includes all net proceeds from the apparel sales, with a portion specifically earmarked for a designer grant to assist an aspiring talent during the 2026 New York Fashion Week season.

The collectible bottle bags are currently rolling out to select retailers nationwide, while the tracksuits are available exclusively through the Crown Royal website. The campaign will be supported by a social media content series featuring custom cocktail recipes designed to pair with the collection’s bold aesthetic.