Juicy Couture Drops Y2K Inspired Car Couture Collection Across Australia and New Zealand

Juicy Couture is moving from the tracksuit to the traffic lane with its first dedicated auto accessories collection, a fashion led range created with Who-Rae Pty Ltd and sold exclusively at Supercheap Auto across Australia and New Zealand. The launch places the LA brand’s Y2K aesthetic directly into the car accessories aisle.

Juicy Couture Enters Auto Accessories

The new collection marks Juicy Couture’s first official move into automotive accessories, developed under a licensing partnership between Authentic Brands Group, owner of Juicy Couture, and Australian auto accessory specialist Who-Rae. The line is framed as a ‘fashion first’ take on car add ons, with the goal of reimagining everyday items through the same lens that built the brand’s identity in velour tracksuits and rhinestone details.

Demitra Floros, Senior Marketing & Product Manager at Who-Rae Pty Ltd, said, “We’ve reimagined car accessories through a fashion lens, bringing something fresh and high impact into the auto space.” That positioning ties the range to a wider push in licensing, where established fashion names are expanding into new lifestyle categories without losing their core visual codes.

Design and Details

The range includes air fresheners, steering wheel covers, car seat covers, sunshades, and other interior pieces aimed at drivers who want bold, nostalgic styling rather than anonymous basics. Design language leans on luxe velvety textures, rhinestone style ‘bling,’ and signature Juicy branding, pushing a look that feels closer to accessories and handbags than traditional car gear.

This approach ties back to the brand’s broader accessory business, where jewelry, bags, and home items extend Juicy’s casual luxury mood beyond apparel. In the auto space, that means treating a steering wheel cover or sunshade as another styled surface, designed to echo the Y2K tracksuit era that continues to resonate with younger consumers.

Retail Rollout and Early Traction

The collection first dropped at Supercheap Auto in October, with the retailer holding exclusive rights across Australia and New Zealand. According to Licensing International, early sell through was ‘very strong,’ driven in part by rapid traction on TikTok, where the visual impact of the pieces translated quickly into social content.

That response has already accelerated plans for replenishment and a broader product rollout in 2026, suggesting that the experiment is tracking closer to a scalable program than a one off novelty.

Why This Matters

The Juicy Couture auto collection is another sign of lifestyle brands leaning into cross category licensing to reach consumers in new contexts. It puts a familiar Y2K logo into a functional, high demand category, offering a glimpse of how nostalgia and personalisation continue to shape not just what people wear, but how they customize their cars.