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 it eclectic Americana for all. Our products portray personality through perfectly imperfect, often American-heritage inspired details that bring levity to any look, or situation.