, but in the 1990s and early aughts, the mall brand thrived as a go-to destination for stylish denim and bohemian chic looks.
Started in 1990 in Los Angeles by Barry Perlman and Gene Montesano, Lucky Brand was founded with the aim to sell "great-fitting, vintage-inspired jeans,". The duo looked to a wide range of influences to craft its unique denim looks in a variety of washes and with rips, tears, and hardware that set it apart from its competitors.
"Our jeans are made for the free-thinker, the artist, the dreamer; they're made to dance, work, run, jump, play and rock 'n' roll just like you," Lucky Brand states on its website. "Our inspiration doesn't just come from the rugged workwear of denim pioneers, but from the free spirit and laid-back lifestyle of our Southern California roots."
Though the company took off through the first decade of the new millennium, it struggled to evolve its style to keep up with fickle consumer demand and struggled through the Great Recession. Executive leadership changes also marred the brand as it fought an uphill battle to revitalize and resonate with shoppers amid theNow, the brand is the latest to feel the strain of the coronavirus, and in turn, announced it will immediately close 13 stores as part of its bankruptcy filing.
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