Lucky Brand is Still King of Americana Style

Jeans have long been a cornerstone of American style, but few brands have played as much of a role in the supreme history of American denim as Lucky Brand. When it launched in 1990, the LA-based label quickly rose to the top of the cultural zeitgeist, living and breathing Americana cool. And now, as style returns to ’90s nostalgia, Lucky Brand is dipping into its archives to resurrect those original era-defining styles.

Lucky Legend is a limited-edition collection that pulls inspiration from its signature aesthetic. Tightly curated, expertly crafted, and although its look is vintage, the makeup of the denim in the capsule is all new. Though Lucky Brand is rooted in its denim heritage, it’s looking for ways to lessen the impact clothing production has on the environment. The fabrics in this collection reflect the brand’s promise to use responsible materials and manufacturing practices in its production process. Some of the denim in the collection is made from hemp and Tencel—a collaboration with Soorty Mills—which tends to require less water in production.

Lucky Legend 223 Straight Jean

Lucky Brand


Lucky’s idea of good denim has always centered on craftsmanship. It’s important for the brand—and for the makeup of very good jeans—to take the time and space to dedicate to the right fabrics, workshop fits and make sure the end product is just right. This is the attention to detail that you can see and feel when you first get a pair of jeans, but it’s also what stays with the items as you wear them. These styles aren’t fast fashion, but the foundations that only get better with time.

Items in the collection are easy to shop and meld into every aesthetic. There is first, of course, the jeans. One standouts is the 223 Straight jean that has a red, white and blue detail on the inside of the ankle cuff. The lightly distressed hemp denim is an easy mid-rise.

Lucky Legend Carpenter Pant

Lucky Brand


Another favorite that leans into vintage Americana is the Carpenter jean, which is made from a stretchy fabric and lands in a straight, relaxed fit. They have an old-school vibe, but the soft fabric and updated fit make them feel modern.

There are also some graphic tees, denim jackets and sweaters. Ever since rediscovering the power of a good Lucky Brand indigo sweater, any of the brand’s thick knits become a must-have for us. One of our editors is still raving about how much he loves the patchwork sweater, which is a chunky cable-knit made from super-soft cotton. It encapsulates all of the spirit of this Lucky Legend collection that you’ll want to wear now and forever.

Lucky Legend Patchwork Cardigan

Lucky Brand


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