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Lucky Brand Continues Community Support as It Prepares to Reopen Stores

Rivet's 2020 Denim Circularity report takes a deep dive into how the global denim industry is plotting its circular future amidst a worldwide pandemic.

Lucky Brand is preparing to return to work with a new code of ethics as a result of the COVID-19 pandemic.

As the denim brand prepares to reopen select retail locations, it’s continuing the community outreach and employee support it began at the start of the coronavirus pandemic.

In March, the brand partnered with community organizations such as Suay Sew and L.A.-based factory partner New Fashion to provide materials and support for mask production.

It also launched a mask purchase program, “Give 5 Get 5,” that donated five masks for every pack of five purchased. By the end of this week, the brand will have donated more than 20,0000 masks to people in need.

On May 13, Lucky Brand held a “Salute to Heroes” ceremony to pay tribute to the West Los Angeles Veterans Administration Hospital and its staff, providing them with camouflage masks and T-shirts. The brand also worked with partner Avery Dennison on 1,000 iron-on patches featuring the word “Hero” to commemorate the VA’s efforts.

“Organizations we approach are often surprised that Lucky Brand wants to donate, instead of selling them face masks,” said Allison Charalambous, Lucky Brand’s senior manager, sustainability and social responsibility. “It has been extremely rewarding to support a variety of organizations that continue their valuable services throughout the L.A. county for veterans, the unhoused, housing-insecure youth, low-income families, and seniors. Despite the risk, these organizations realize their services are more essential than ever.”

As the brand readies a retail relaunch, it’s ensuring this same level of support to its employees, sending health and safety kits with cleaning supplies, sanitizer and reusable face masks to each location. Masks were re-purposed from materials such as promotional bandannas and fabrics from stock supplies.

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