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Lucky Brand Reboots Lucky Legend Range Celebrating American Heritage

Fashion often looks to its past for inspiration, and that’s the strategy Lucky Brand took with its latest collection.

The Los Angeles-based denim brand recently rebooted its Lucky Legend collection from 15 years ago, featuring vintage-inspired washes, iconic graphics and original details that celebrate American heritage. The limited-edition line incorporates red, white and blue elements, stars and stripes graphics, and traditional quilting techniques to honor its U.S. roots.

Available now, the range has iconic and collectible denim offerings for men and women, including a women’s “Land of the Free” cropped Trucker jacket featuring a frayed hem and an American flag graphic on the back, with a collar that flips up to reveal a cursive “Lucky Brand” script in red. The line also includes a men’s “Easy Ride Boot” jean with light distressing and a faded star graphic over the front pocket. Other denim items incorporate quilted patchwork to further drive home the American heritage theme.

Lucky Brand debuted a reboot of its Lucky Legend collection from 15 years ago, featuring vintage-inspired washes and iconic graphics.
Lucky Brand Courtesy

Tops include graphic T-shirts, printed cardigans and Western denim shirts. Denim shorts with nostalgic rock band references round out the collection and add an element of playfulness, with faded pink AC/DC shorts and Pink Floyd mid-rise boy shorts with a rainbow graphic on the back pocket to add flair.

The women’s collection is offered in sizes XS-XXL in tops and jackets and 24-35 in jeans, and men’s is offered in sizes XS-XXL in tops and jackets and 28-42 in jeans. The line retails for $39.50-$149.

Lucky Brand often fuses its American roots into its offerings. In October, the brand debuted a “Play for the Parks” content series with Grammy-nominated musician Andrew Bird and Iron & Wine to help shine a spotlight on U.S. national parks. The campaign centered on acoustic videos shot inside California’s Yosemite National Park. The series included a $25,000 donation by the denim brand to support efforts to preserve national parks, along with a sweepstakes offering customers the chance to win one-of-a-kind signed memorabilia including Taylor Acoustic Guitars, vinyl albums, and a $500 Lucky Brand gift card.

In November, the brand also teased an upcoming Made in USA jeans collection featuring selvedge denim produced by Louisiana-based Vidalia Mills that is then sewn and laundered in California at Artistic Milliners-owned Star Fades International (SFI). The collection will include the men’s 410 athletic straight, 223 straight and 363 vintage straight fits. The line is slated to drop this summer, four years after the brand’s last Made in America jean, which debuted in 2018.