Two leading brands of Y2K style have come together for a collaboration.

Roxy x Juicy Couture will launch a 25-piece collection Wednesday, featuring bikinis, rash guards, bucket hats, platform flip-flops, tracksuits and board shorts. The color palette is reminiscent of a summer sorbet, with hues such as mint green, strawberry pink and coconut white. The collection is branded with Roxy and Juicy Couture’s iconic logos, etched in the heart and the rear. Both brands are owned by Authentic Brands Group.

Retail prices range from $60 to $125, and the line will be available on roxy.com, juicycouture.com and in select stores worldwide such as Asos, Urban Outfitters and surf specialty stores. It is for one season only.

Danielle McKenzie, Roxy brand lead at Beaumanoir, which is the European licensee for Roxy, spoke about the rationale behind the collaboration.

“I think Roxy and Juicy are just two brands that shaped a generation,” she said. “The collection really sits at the intersection of surf, heritage, pop culture and fashion. It all feels very early 2000s, but Juicy and Roxy, in my opinion, are brands that really helped define girl culture in that era,” she said. “They were both brands that stood for confidence and self-expression, and so I think there was a huge amount of synergy in that sense. And I think that’s kind of what made the collaboration feel so authentic.”

She explained that both brands sit underneath the Authentic family so there was a natural meeting through that. “But to be honest, the collaboration idea kind of stemmed from our side. We were thinking about what brands, given our recent successes, when it came to all things Y2K to the 2000s resurgence, makes the most sense. And Juicy made a lot of sense for us.”

Roxy was started in 1990 as the first and only exclusively-female global action sports brand. Juicy Couture started in 1997 as a casual lifestyle brand and spans women’s, girls, babies, handbags, shoes, intimates, swimwear and accessories and jewelry.

According to McKenzie, the thing that makes Roxy and Juicy so interesting is that “there’s this shared memory together.” Back in the early 2000s, women wore Roxy bikinis with Juicy track suits. So she’s excited for a new customer to discover that today for the first time.

Asked what she anticipates will be bestsellers, McKenzie said, “I think definitely the eye catcher for me and one of the most iconic pieces in the range is the little micro swim short with the tag line, Beach Bum across the booty. And then of course, all of the iconic French Terry pieces that were just reinterpreted in a really kind of beach way. And then we have a great little multicoast-striped bikini that’s made of a French Terry but is still very swim friendly.”

McKenzie anticipates they’ll be seeing a lot of those styles in the market and on influential girls. “The response has been great,” she said. She said they dropped the trailer and the teasers and people’s reactions is that “they’ve been waiting for this, almost.”

She explained that the way they developed the line was by digging back into the archives and looking at campaign imagery from that time. “We looked at 2000s beach culture. We were looking at music videos, paparazzi moments. We’ve got some iconic images of celebrities from that time like Britney Spears wearing a Roxy board short and bikini and infusing that with those iconic shots of Paris Hilton wearing Juicy.”

She said Roxy took the lead in the swimwear pieces, and Juicy took the lead on the apparel pieces. “But really it was kind of a shared collaboration from a creative direction perspective,” she said. The collection was produced primarily in China.

Asked what she learned from the collaboration, McKenzie said, “I think the biggest lesson for me was that we don’t need to overthink what the consumer is looking for. And right now, with these future generations that we’re all so hungry to speak to, they are just so in tune with what is real and what is not. And it’s been somewhat of a wake-up call for what I would say is like the end of Millennial marketing. They’re not looking for polish, they’re not looking for perfection. They don’t want trend chasing. They want something that’s deeper, but also something that’s a little bit more obvious. We have a tendency sometimes to be overly strategic. And you know, sometimes it’s just these great fun moments that the consumer is expecting that can really trigger an emotional pull with her and connect her back into our community.

“Honestly, the interest and the demand that we’ve seen so far off the back of the tests, I think that it’s going to sell out pretty quickly,” she said.