Lucky Brand is about a moment in time - about America, youth and courage, about a time when quality and pride came first. We have always marched to the tune of our own drummer. We never lined up to do it like everybody else. When the rules didn't make sense we made up new ones. Lucky Brand was founded on the nostalgia of small town America. It's about innocence, courage and fun. It's the embodiment of what you feel when you see or hear something that takes you back to that moment when you felt free and young and hopeful. We are about the summer before you went off to college, the friends you grew up with and freedom from the past with no fear for what lies ahead. It's laughing at something you're really too old to still find funny. It's the last moment of innocence as you travel into adulthood.
Now that you know what Lucky Brand is, we will tell you a little bit about what we are not. We aren't "out there". We aren't a "look". We are not about under age waif models, co-dependent lovers, or buxom beauties. We are not the product of "we've got to put something out there…". We believe that part of what makes a brand great is what you don't do with it. We never compromise on quality or styling. We never sell out the brand. We don't put Lucky everywhere so it's no longer special. We don't think short term. We don't cut a deal based on desperation. We don't put anything before product.
In a world where everything is a little too big. Where nothing seems personal or original anymore, Lucky Brand stands out like the last bastion of quality and integrity left in a marketplace loaded and polluted with the compromised and the mediocre. As everybody rushed to sell out, as everyone looked to cut corners, and as everyone gave up on product, we stayed the course and found that sometimes it's about what you don't do.
