Lucky Brand History
Earlier company descriptions, brand line-ups, store counts and photographs from the history of Lucky Brand, kept for historical reference.
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The Company Description of Its Time
Lucky Brand's filing starts with a philosophy of jeans. They have always thought that jeans are much more than just blue denim and grommets: with every frayed hem and patched knee, they are a piece of your self-expression. Lucky Brand crafted their first jeans in Los Angeles in 1990 with this philosophy in mind, and they have been making vintage-inspired, great fitting denim for expressive, independent types ever since. The customer is named by temperament rather than demographics - expressive, independent - and the garment is framed as self-expression that happens to be made of denim, the opposite of a workwear filing like Lee's in this same letter, where the jean is equipment first.
Southern California, Sewn In
Place is the second ingredient. Everything that bears the Lucky Brand label has the essence of Southern California sewn right in: they were born in Southern California and it is a big part of what they make. The inspirations named are specific landscapes - the orange groves and mountains of Ojai and the beach towns that dot the Pacific Coast Highway - plus the casual lifestyle and the weather. In addition to giving their jeans their look and vibe, Southern California also inspires the seasonal Lucky Brand fashion collections: jackets, sweaters, dresses, pants and accessories that work with or without your denim. The denim is therefore the centre of a wardrobe system, with each season's non-denim pieces designed as its companions.
The scale note is dated, as this directory keeps such notes: you will find Lucky Brand all over America in 177 stores in 2011, as well as at select department stores, with famously helpful associates to guide customers toward their perfect fitting jeans, and the entire collection shoppable on the company's website. That 2011 count belongs to its year; the filing offers no later store figures and this rebuild invents none. The kept photograph from May 2011 on the historical record page is carried in the gallery on the history page by reference, its date matching the store note's period.
Photos
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References & Further Reading
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