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Lucky Brand Goes West with Real and Fictional Cowboys

Denim brands can’t get enough of Paramount Network’s hit TV series “Yellowstone” and its fictional Dutton family of ranchers. 

In advance of the fifth season, Authentic Brands Group-owned Lucky Brand will launch a limited-edition collaboration with the popular Kevin Costner-led drama on Oct. 27. Featuring styles for both men and women, the apparel collaboration riffs on styles worn by the “Yellowstone” cast.

Key denim items in the women’s stud-adorned assortment include a worn-in Western denim snap shirt, a cutoff miniskirt, wide-leg jeans, and a jean jacket with a shearling collar and horse-themed artwork on the back. The men’s line spans distressed and faded jeans, a jean jacket with two flap chest pockets and a Yellowstone patch and a chore jacket with Yellowstone branding on the back. A shawl collar cardigan is also included. 

Graphics on tees, Henley tops and hooded sweatshirts nod to the show’s fictional Dutton Ranch, while the Dutton family “Y” logo is stitched on the back pocket of jeans for men and women. 

Lucky Brand x Yellowstone

Lucky Brand lassoed real cowboys to help bring the collection to life. Its accompanying ad campaign features members of Compton Cowboys, a group of 10 childhood friends in the Los Angeles-area city of Compton who use horseback riding and equestrian culture to improve their community. 

Shot on location at the home of their mentorship program, The Compton Jr. Equestrian Posse, the campaign celebrates what it means to be a cowboy today: “a commitment to the community, connection to the animals, and a passion for training in equestrian sports.” 

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Through the program, Compton Cowboys teaches inner-city kids to ride horses on a working ranch and highlights the legacy of African Americans in equine and Western heritage. The goal is to mentor youth “by keeping them on the horses and off the streets.”

Lucky Brand is supporting Compton Cowboys’ mission through a donation tied to the sales of the Yellowstone collection. 

For every Lucky Brand x Yellowstone item purchased from Lucky Brand either online or in-store between Nov. 1, 2022, and Nov. 30, 2022, the brand will donate $10 to Compton Jr. Equestrians, up to a maximum donation of $50,000.

Lucky Brand’s partnership with the show follows Wrangler’s ongoing collaboration with “Yellowstone.” The 75-year-old brand recently dropped its second collection of officially licensed “Yellowstone” T-shirts for men and women. The Wrangler x Yellowstone Collection came to fruition after Wrangler apparel was seen organically on the show’s characters through the first three seasons.