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.
The debut Juicy Peach drop is supported by a Y2K-inspired social media campaign that first surfaced last week across Saint James’ 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.
The formula stays true to Saint James’ ethos, featuring Certified Organic Assam black tea, natural peach flavors, and a plant-based sweetener—with low calories and low sugar.
Juicy Peach also marks the first Saint James flavor packaged exclusively in their 100% recyclable aluminum bottles, a sustainable update introduced earlier this year. To celebrate the launch, Saint James and Juicy Couture will host a Y2K-inspired pop-up at The Grove in Los Angeles on September 27th…
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