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Juicy Couture is a popular line of women's sport wear, founded in 1994 by two up and coming California women. The company initially sought to be a supplier of maternity wear. Indeed the firm's original name, Travis Jeans, honored the mother of one of the founders, Gela Nash-Taylor.
Together with her partner Pamela Skaist-Levy, Nash-Taylor developed an international sensation. Juicy Couture has earned a reputation for making body-hugging sweatpants and tracksuits, which offer a great blend of casual glamour. Juicy Couture has tapped into celebrity power to help expand its brand recognition. Nash-Taylor's husband was the former bassist of the rock band Duran Duran. Madonna and Jennifer Lopez have both been seen out and about in comfortable Juicy suits. In 2004, the company expanded its repertoire. It now produces beach and swim apparel as well as casual accessories for "on the go" women.