Melbourne, Australia – LA lifestyle brand Juicy Couture is heading into a bold new space, the auto aisle. In an exclusive licensing partnership with Authentic Brands Group (Authentic), the owner of Juicy Couture, and leading automotive accessory supplier Who-Rae Pty Ltd, Juicy Couture is dropping a new collection of fashion-led car accessories, available exclusively at Supercheap Auto across Australia and New Zealand.

The range includes air fresheners, steering wheel covers, car seat covers, sunshades, and more, all designed for the bold, nostalgic, and style-obsessed. Think luxe velvety textures, iconic bling, and that unmistakable Juicy attitude. These are not your average car accessories, they’re car couture.

This is a first-of-its-kind crossover, blending Juicy Couture’s signature Y2K energy with functional, high-demand auto products. At its heart is a simple truth: not everyone is a car lover, but everyone loves their car. With this launch, Who-Rae Pty Ltd is meeting the rising demand for expressive, style-led accessories that bring personality to every ride.

“Juicy Couture is a globally loved brand that stands for self-expression, an ideal that speaks to today’s generation of drivers,” said Demitra Floros, Senior Marketing & Product Manager at Who-Rae Pty Ltd. “We’ve reimagined car accessories through a fashion lens, bringing something fresh and high impact into the auto space.”

The collection dropped at Supercheap Auto in October and quickly gained rapid traction on TikTok, experiencing very strong early sell-through. This strong consumer response has fast-tracked plans for replenishment and an expanded product rollout in 2026.

ABOUT WHO-RAE PTY LTD
Who-Rae Pty Ltd is a market-leading automotive accessories company with over 20 years of experience in product development, licensing, and category innovation. Known for delivering design-led, high-quality products into major retailers across Australia and New Zealand, Who-Rae partners with iconic global brands to bring fresh thinking and commercial creativity into the car care and accessories aisle.

ABOUT JUICY COUTURE
Juicy Couture is an LA lifestyle brand infused with casual glamour and an irreverent attitude, designed for girls all over the world. Embracing its Los Angeles heritage, Juicy Couture discovers the couture in the everyday and delivers an element of surprise in all of its designs. Identified as a casual luxury brand, Juicy Couture offers apparel for women, girls, and babies, as well as handbags, shoes, intimates, swimwear, accessories, and jewelry. The brand is available in 14 freestanding stores and select department stores in approximately 94 countries throughout North America, Europe, Asia, Latin America, Africa, and the Middle East. Its fragrance offerings are ranked among the world’s top prestige fragrances and are available in 25,000 points of sale. For more information, visit juicycouture.com. Follow @juicycouture on Facebook, X, and Instagram.

ABOUT AUTHENTIC BRANDS GROUP
Authentic Brands Group (Authentic) is a leading sports, media, entertainment and lifestyle platform. As the owner of some of the most iconic and beloved intellectual property in the world, Authentic acquires and invests in brands to create long-term value for all of its stakeholders. A digital-first, asset-light platform, Authentic sits at the intersection of culture, commerce and technology. It brings brands to life and cultivates fandom through powerful storytelling, premium content and unforgettable live experiences. Together with nearly 2,000 best-in-class licensing partners across 150 countries and an expansive distribution network, Authentic’s brands drive more than $38 billion in annual systemwide retail sales worldwide. Authentic’s diversified portfolio spans more than 50 brands and reaches nearly one billion social media followers. Its roster includes Reebok, Champion, Shaquille O’Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad Ali, Marilyn Monroe, Guess?, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, Barneys New York, Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry and Hunter.