Mexican tequila brand Código 1530 is taking a shot at apparel, and it’s partnering with denim label Lucky Brand to do so.
The pair recently dropped a limited-edition collection of men’s and women’s crewnecks, hoodies and accessories featuring vintage graphics in a muted palette of faded neutrals and earthy tones. The range also features Lucky Brand’s signature 223 straight jean for men in two different washes inspired by Código’s barrel-aged spirits. The denim brand plans to expand the collection for Spring/Summer 2022, with fresh colors, washes and graphics for both men and women.
“Our customers always come to us for dynamic new content and collaborations with brands that capture our original, authentic and irreverent spirit,” said Jimmy Carter, vice president of merchandising at Lucky Brand. “Our collaboration with Código 1530 is a great addition to our stable of partnerships, and we’re thrilled to share the product with our respective audiences.”
Carter added that the collaboration was “very organic in nature,” as Código 1530’s brand team approached Lucky Brand with on-theme imagery that spoke to the heritage of both brands. From there, the company interpreted the graphics through color, washes and silhouettes to make them “uniquely Lucky.” Graphics include imagery of a Código 1530 bottle, along with a mashup of the liquor brand’s label and Lucky Brand’s logo.
While new for Lucky Brand, this isn’t the first time denim and liquor labels have teamed up. In October, men’s wear brand Todd Snyder dropped a limited-edition “bourbon selvedge denim jacket” made in partnership with premium bourbon brand Legent. Made with Japanese selvedge denim from Okayama and cut and sewn in the U.S., the jacket’s rich whiskey hue tied it all together. Prior to that, in 2014, Bulleit Bourbon teamed with now-defunct Noble Denim for a limited-edition line of honey-colored men’s denim jackets and jeans, all of which were dipped in whiskey barrels to achieve their color.
The collection is now available at Lucky Brand stores and on the website in women’s sizes XS-XXL and men’s sizes S-XXL and 28-42. Pricing ranges from $39.50 for trucker hats to $149 for denim.
