Lucky Brand Women's Fashion Brand

Staying true to the rich heritage and authentic, all-American spirit of denim, Lucky Brand began crafting great-fitting, vintage-inspired jeans in Los Angeles in 1990. They gave them their distinctively Lucky look by literally putting them through the wringer - ripping, fraying, sanding, patching and washing them by hand to give them true character and soul. Then they added authentic hardware, personalized touches and playful details, and an American legend was born. That process list is the brand's manufacturing signature: destruction and repair, done by hand, as the route to a jean that looks lived-in from its first wearing.

In addition to trendy jeans, Lucky Brand is known for women's tops, jackets, dresses, shoes, sweaters and more, and all of the products sold by Lucky as well as their stores' decoration reflected a bohemian style. The bohemian frame matters because it separates Lucky from the letter's other denim names: Levi's sells the founding system and Lee sells fit breadth, while Lucky sells a mood - vintage Los Angeles, hand-worked denim, playful detail - extended across a full women's wardrobe and even into how its stores are decorated.

LUCKY YOU!: The Clover Trademark and the 60 Percent

Denim is the major selling point of the company, making up about 60% of business. All Lucky Brand Jeans have two four-leaf clovers with the phrase "LUCKY YOU!" stitched onto the outside of the fly shield. This has become a trademark of their denim line, which is made up of a wide variety of fits and a wide variety of washing. The clover detail is the perfect brand artifact: hidden in plain sight on every pair, playful rather than prestigious, and checkable in seconds - a genuine pair announces itself at the fly shield, and a shopper who knows to look there holds the label's own authenticity test.

Shop the jeans by two stated axes - fits and washings - in that order: the wringer processes (ripping, fraying, sanding, patching, hand washing) sit on top of the fit, so choose the silhouette first in a plain wash, verify it, then choose how much character you want applied to it. Hand-finished distressing varies pair by pair by design, which means inspecting the actual garment, not a photograph of another one: check that fraying and patches are finished to survive washing, since the look is manufactured wear and must be better made than the real kind to outlast it.

The Bohemian Wardrobe Beyond Denim

The remaining 40 percent of the business is the wardrobe around the jeans - the tops, jackets, dresses, shoes and sweaters listed - unified by the bohemian style that the profile says covers the products and the stores alike. Build a Lucky outfit from the denim outward, as the brand's own proportions suggest: one hand-worked jean, then tops and layers in the same relaxed register, with shoes and sweaters completing a look whose coherence comes from mood rather than matching. The brand's official women's pages at luckybrand.com in its references, and they are carried here.

There is a closing connection: Lucky Brand Jeans was one of the three brands Fifth & Pacific chose to focus on in 2012 - the bohemian Los Angeles label ended up an heir of the career-separates empire, alongside Kate Spade New York and Juicy Couture. A 1990 Los Angeles founding, jeans put through the wringer by hand, two four-leaf clovers and a LUCKY YOU! on every fly shield: Lucky Brand closes the L letter as its vintage-bohemian denim house.

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