Lucky Brand: Fashion, Fortune & Fortitude

luc2It started with a simple passion for two things: blue jeans and rock ‘n roll. “During the evenings,” the founders of the multimillion dollar brand told Urban Trendz Style Guide, “we’d head out to the local Laundromat with our pockets full of coins and some bleach. A few hours later, we had a stack of great washed jeans — one of a kind and 100% authentic!” Thinking back to the 1970s, the years that inspired the brand, you can almost imagine Gene Montesso and his best friend Barry Perlman walking to the coin laundry rocking their old school bell bottom jeans. Bobbing their heads to the Bee Gees’ “Stayin’ Alive.” The two young adults had no idea their fight for an independent identity would one day become Lucky Brand, the California vintage inspired label known for producing some of the best jeans around.

“Rock artists would wear our products,”Perlman told Fortune Magazine. “We were known for our twice-a-year parties at the trade shows in Vegas. When Bob Dylan played for us in the mid-’90s, we knew we were a success. Artists like Jackson Browne, who wouldn’t normally play trade shows, loved our brand. They wore our stuff and would perform for us because Lucky was rock and roll.” Today, the jeans are still hailed for their vintage appeal. The brand’s vision “Look Good. Feel Good. Do Good,” encompasses the brand’s style: hippie, bohemian-like appeal and community involvement. Composed with luxury denim, Lucky Brand Jeans have an outstanding reputation of being both a good financial and fashion investment. In fact, according to Men’s Health Style, versatility is what makes the brand’s jeans one of the top ten jeans around. “The 121 Lucky Heritage slim cut by Lucky Brand is perfect for Casual Fridays, or nights out with your friends.” But the brand’s jeans aren’t just for men and jeans are not the only items the brand produces. Lucky Brand also sells button down shirts, polos, graphic tees, hoodies, sweatshirts, jackets, pants and loungewear. The brand even creates its own accessories which include: scarves, socks, ties, belts, hats and bags. Even shoes, for both men and women, are available for purchase. Whatever you wear, Lucky Brand is here to ensure its customers look as good as they feel.

luc3Admitting designers at Lucky find inspiration from tattoo parlors to beaches, to both the old and the new, the modern and the historical, Paris to Malibu, the brand is known to compose some truly unique pieces. The summer lookbook, available on the brand’s website meshes brightly washed berry colors with African safari inspired accessories. For men, Hawaiian inspired blue tops are meshed with earth toned cameo bottoms. Unlike most brands, however, Lucky is more than about being “lucky” enough to be fashion forward. The brand is equally based upon paying it forward. After all, the last part of the brand’s vision encourages shoppers to “do good” as well.


Established to help children in need, the Lucky Foundation has raised over $8 million through various fundraising events. The events, often involving music, illustrate the heart behind the brand: spread the luck, share the luck, inspire luck forward and onward. Just three months ago, Lucky Brand established its new headquarters in downtown Los Angeles. Like its new location, the brand continues to thrive, expanding and diversifying the lives of its supporters as well as those that are less fortunate. I think it goes without saying, we are all lucky to have Lucky Brand–in our closets as well as our communities.

-Sharita Gilmore