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Our Story

Our Story

Lucky Brand was founded in 1990 with a spirit of
reinvention. Rooted in
premium denim, Americana
and self expression, our brand is for the free-
thinkers and the optimists who don't take life too
seriously. For those who
say, "take-me-as-I-am. Or
don't. It's cool."

In the beginning we experimented with vintage
jeans, remixing the classic to
create something
new. Now we make denim AND lifestyle wares. Call
eclectic Americana for all. Our products portray
personality through perfectly
imperfect, often
American-heritage inspired details that bring levity
to any
look, or situation.

Lucky Brand brings The Luckening - that sweet
thing that happens during a
blah day that reminds
you there's always a lighter view. We know great
jeans won't change your life, but maybe they
can make you feel a little luckier.

We say wear Lucky and make good fortune. Feel
lucky and you'll find it.


Find out what makes our denim so damn good.