Lucky Brand: The Denim Revolution Since 1990

Lucky Brand was founded in 1990 by Gene Montesano and Barry Perlman. The two wanted to create a denim brand combining the best vintage style and modern comfort. They aimed to make jeans that felt classic and fresh, reflecting the carefree spirit of American life. What started as an experiment with vintage denim soon turned into one of the most popular denim brands in the world.

Lucky Brand Founders

Gene Montesano and Barry Perlman were no strangers to the fashion world when they created Lucky Brand. They shared a passion for classic denim and saw an opportunity to reinvent it for a new generation. Their goal was to make jeans that were not only stylish but also comfortable and unique. With their attention to detail and dedication to quality, they turned Lucky Brand into a leader in the premium denim market.

The Lucky Brand Approach

From the beginning, Lucky Brand focused on creating jeans that felt like they had been worn and loved. The brand is known for its “perfectly imperfect” details—whether it’s a unique wash, hand-crafted stitching, or the famous “Lucky You” label hidden inside the fly. These small touches add personality to their products, making each pair of jeans feel special and one-of-a-kind.

Over time, Lucky Brand expanded beyond jeans. Today, they offer a full range of clothing and accessories, including T-shirts, jackets, and even jewelry. But no matter what they create, everything reflects the same laid-back, free-spirited style that made their jeans famous.

What Makes Lucky Brand So Popular?

Lucky Brand’s success comes from its ability to blend quality, comfort, and individuality. Their jeans are made to fit well and feel great from the moment you put them on. Customers love how the jeans combine classic styles with modern touches, creating a timeless yet fresh look.

The brand’s playful details, like the “Lucky You” label, add a fun, personal element to each product. These little touches help customers feel connected to the brand, making Lucky jeans more than just a fashion choice—they’re a reflection of the wearer’s personality.

Lucky Brand believes that good-fitting jeans can make you feel a little luckier. They call this feeling “The Luckening”—those small, happy moments that remind you there’s always a lighter side to life. While a pair of jeans might not change your life, Lucky Brand thinks they can make you feel a bit more positive. Wearing Lucky Brand is about embracing that easy-going, optimistic outlook.

Overcoming Challenges and Staying Strong

Like many companies, Lucky Brand has faced its challenges. In 2020, the company filed for bankruptcy but was later acquired by SPARC Group, which helped bring the brand back on track. Despite this setback, Lucky Brand has continued to stay true to its roots, offering high-quality denim and apparel that resonate with their loyal customers.

Lucky Brand Ambassador

Lucky Brand has officially declared GAYLE as its brand ambassador in 2023. Known for her hit single “abcdefu” and her distinct, unapologetic style, GAYLE perfectly embodies the brand’s spirit of individuality and self-expression. Her dynamic presence and fresh energy align seamlessly with Lucky Brand’s commitment to blending classic Americana with modern flair. As the face of Lucky Brand, GAYLE brings a vibrant, contemporary edge to the iconic denim label, resonating with fans who value both style and authenticity.

Where to Find Lucky Brand

Lucky Brand products are available in stores across North America, in select department stores, and online at luckybrand.com. Whether you’re looking for the perfect pair of jeans, a cool graphic tee, or a stylish jacket, Lucky Brand offers a wide range of clothing that lets you easily express your individuality.

Where Is Lucky Brand Made 

Lucky jeans manufactured in the United States are hand-made in Los Angeles, and the detailing is done by hand, except for the washing process.

Where To Buy Lucky Brand Jeans 

The official Lucky Brand website, LuckyBrand.com, provides the most extensive selection of their products. Shopping online gives you access to the latest collections, exclusive offers, and convenient delivery options. You can also take advantage of online-only promotions and sales.