SPORTY & RICH X JUICY COUTURE COLLABORATE

Y2K Velour Gets a Wellness Glow-Up

The early-2000s are officially back in the luxury lane. On Thursday, May 28 at 9am PST, Sporty & Rich — the LA label founded by Emily Oberg in 2015 around country-club activewear and '90s proportions — drops a limited collaboration with Juicy Couture, the brand that defined Y2K with its rhinestone velour tracksuits.

Sporty & Rich teased it first with a dead-quiet Instagram reel: a bubblegum-pink slider phone on a white backdrop, its screen flashing "Juicy Couture" and "Sporty&Rich" between heart icons while an old-school ringtone plays. No music, no voiceover — just the crest, the date "05/28," the time, and the URL. The next day, a four-image carousel filled in the clothes.

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