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Lucky Brand Clover #01
A style guide for culture lovers
August 2013
In this issue
All American
All American

Introducing the inaugural issue of our online journal

Unzipped
Unzipped

Your how-to-wear-it guide to the best new trends

National Treasures
National Treasures

Tap into the heritage of fall's most indispensable it-items

Behind the Scenes
Behind the scenes

Go on set with Mario Sorrenti at the making of our fall film

Style Files
Style files

Take a few sartorial cues from one of our favorite icons, Lauren Hutton

Craft Talk
Craft talk

Travel with us to North Carolina's White Oak Mill

Riveting Right Now
Riveting right now

Tap into our new flicks, art picks and of-the-moment mix

Indie Index
Indie index

Your chic cheat sheet to little known musical landmarks

Ritual Habitual
Ritual habitual

Model Missy Rayder reveals her secret talismans

Local Loves
Local loves

Venice Beach, decoded for all of your daytripping needs

Lucky Genes
Lucky genes

Meet Style Director Karin Cole and her California-cool kids

Craft Talk Banner

With avid fans such as Michael Williams of A Continuous Lean among the Americana blognoscenti, and a roster of A-list denim labels under its proverbial belts-- including an exclusive new Made in America collection for Lucky --this centuries-old mill is drawing big buzz in a growing fashion conversation about the quality and cache of goods built close to home.

Founded in 1891 by entrepreneurial brothers Moses and Caesar Cone, Cone Denim broke with tradition by supplying finished fabrics in an era when textiles were predominately sold raw. The brothers, who’d taken over their father’s groceries store, had often received barter transactions in cloth and intuitively recognized denim’s importance in the growing demand for hardy, ready-made clothing spawned by industrialization.

By 1905, Cone goods were in such high demand that the brothers founded their White Oak Mill in Greensboro, North Carolina, named after a 200-year-old tree that served as a local landmark. Just five years later, by 1910, Cone was responsible for producing more than one third of the world’s denim.

Craft Talk Dye Process Banner

In 1920, White Oak patented the long-chain continuous dye process, now recognized as the gold standard for indigo dyeing.

Craft Talk Denim Banner

The 1970s’ bleached jeans craze is rumored to have been kicked off by a White Oak factory flub – workers inadvertently spilled bleach while cleaning machinery following a 1969 local flood.

Craft Talk Denim Banner

Today, many of the mill’s craftsmen have worked at White Oak for more than 25 years, and there are those who’ve been in practice for up to 50 years, reflecting more than a century of expertise passed down from generation to generation. Tapping into its 200-year-old archive, White Oak seamlessly combines rare vintage designs and the accumulated knowledge of it skilled workers with innovative techniques to bring modern denim, like Lucky Brand’s new Made in America collection, to life.

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