The sustainably packaged ready-to-drink (RTD) iced tea brand Saint James Tea has launched a new limited-edition flavor in partnership with Y2K lifestyle brand Juicy Couture.

Juicy Peach is the result of a nostalgia-driven collaboration, which merged two culture-forward brands with a shared commitment to timeless products, it says. This partnership further solidifies Saint James’ position as a pop-culture reintroduction of the classic beverage, the brand adds.

“Given that our existing flavors are almost entirely fruit-forward, our team often found ourselves using the word ‘juicy’ to describe them,” said Brad Neumann, Saint James co-founder and co-CEO, in a statement. “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.”

The drop of Juicy Peach is accompanied by a social media campaign that is centered in various hues of pink and all things rhinestone. It stars social media personality Ashtin Earle, sister of influencer Alix Earle, and plays on the revival of early 2000s fashion. The campaign imagery was shot by multidisciplinary photographer and artist, Alana O’Herlihy, and transports consumers back to an era defined by flip phones, celebrity style spreads and velour.

“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,” said Brenden Cohen, Saint James co-founder and co-CEO, in a statement.

The Juicy Peach bottle creatively highlights both partners through packaging, featuring the iced tea’s classic fruity icons and aluminum knockouts that reference Juicy Couture’s iconic bedazzled logo. The new iced tea remains true to Saint James’ Certified Organic, low calorie and low sugar ethos. It combines brewed organic black tea from Assam, India, with natural fruit flavors and a touch of plant-based sweetener. The collaboration marks the first Saint James’ flavor to be sold exclusively in the new 100% recyclable aluminum bottles, the brand notes.

“For over two decades, Juicy Couture has thrived by tapping into cultural moments and reimagining them for the present,” said Matt Salter, executive vice president, partnership – marketing at Authentic Brands, owner of Juicy Couture, in a statement. “As a brand that spans fashion, beauty and more, we see this collaboration with Saint James Iced Tea as a natural extension of our world, one that still speaks to self-expression and individuality. Juicy Peach reflects our brand’s ability to evolve while maintaining a clear link to the bold, nostalgic energy that has always defined us.”

To celebrate the launch, Saint James and Juicy Couture will be popping up at The Original Farmers Market in Los Angeles on Sept. 27 for the ultimate Y2K-inspired, back-to-school-esque consumer experience. Set at the fictional Saint James High, guests will have the chance to sip on the new flavor while hanging in the commons, chilling on the bleachers and calling into the Juicy Hotline for a chance to win exclusive prizes.

Juicy Peach is available for purchase on Amazon and in Target stores nationwide. Continued national distribution is planned for later this month.