Juicy Couture’s plush days of velour track suits and crown logos are over.

The San Fernando Valley brand, started in Pacoima by founders Pamela Skaist-Levy and Gela Nash-Taylor and now headquartered in Arleta, had its naming rights sold this week to New York-based Authentic Brands Group for $195 million in cash. ABG’s portfolio includes Marilyn Monroe’s brand, glitzy handbag maker Judith Leiber, and ski brand Spyder.

Fifth & Pacific Cos. Inc, the former owner of Juicy Couture, forked over the rights to the Juicy name in order to pump more money into its moneymaker Kate Spade, the cheeky New York brand which sells handbags, jewelry and shoes.

Once known for its bright terrycloth and velour tracksuits, Juicy focuses on the core demographic of teens and women in their early twenties.