Lucky Brand

Lucky Brand is a denim company that originated in Vernon, California in 1990, created by Gene Montesano and Barry Perlman. The brand is characterized by its spirit of reinvention and is deeply rooted in premium denim, Americana, and self-expression. It caters to free-thinkers and optimists who approach life with a casual, take-me-as-I-am attitude. From its inception, Lucky Brand has been known for experimenting with vintage jeans, remixing classic designs to forge something new and unique. Today, the brand has expanded beyond denim to include a variety of lifestyle wares, embracing an eclectic Americana style that appeals to a broad audience.

Lucky Brand's products are known for their personality, often featuring American-heritage inspired details that add a sense of levity to any look or situation. The brand promotes a concept called The Luckening, which is described as a pleasant surprise that can brighten an otherwise mundane day, reminding people that there's always a lighter view. While Lucky Brand acknowledges that great fitting jeans won't change your life, they suggest that wearing Lucky might just make you feel a little luckier.

The brand's reach extends across North America with retail locations and select department stores, as well as an online presence. Despite facing financial challenges, including a bankruptcy filing in 2020, Lucky Brand continues to be a staple in the fashion industry, now under the ownership of SPARC Group, which is part of the Authentic Brands Group. This acquisition has placed Lucky Brand alongside other notable brands like Brooks Brothers, Nautica, Aéropostale, and Forever 21.

Historically, Lucky Brand has been associated with a bohemian style, both in the products sold and the decoration of their stores. Denim remains the major selling point, accounting for a significant portion of the business. The jeans are distinguished by two four-leaf clovers with the phrase ""LUCKY YOU"" stitched onto the fly shield, a trademark detail that has become synonymous with the brand. Over the years, Lucky Brand has expanded its product line to include activewear, outerwear, T-shirts, and professional attire, catering to a diverse range of customers. The brand has also ventured into children's clothing, further broadening its appeal.

Manufacturing of Lucky Brand products has evolved over time. While previously most products were made in the USA, they are now produced in various countries around the world. However, a select line of jeans is hand-made in Los Angeles, with hand-done detailing, except for the washing process. In a nod to its roots, Lucky Brand reintroduced Made in America jeans in 2013, using denim produced by Cone Denim's White Oak Mill in Greensboro, North Carolina. This move reflects the brand's ongoing commitment to quality and its heritage, even as it adapts to the changing landscape of the fashion industry.