from the producer
a totally fortunate history
we understand that denims are a good deal more than simply denim and grommets; they’re a true blue american icon.
staying authentic to the rich heritage — and real, all-american spirit — of denim, lucky logo started out crafting tremendous-fitting, vintage-stimulated denims in los angeles in 1990. We gave them their distinctively fortunate appearance by using actually putting them thru the wringer — ripping, fraying, sanding, patching and washing by way of hand — to offer them proper man or woman and soul. Then, we added genuine hardware, personalized touches and playful info, and an american legend became born.
our jeans are made for the free-philosopher, the artist, the dreamer; they’re made to bop, paintings, run, leap, play and rock ‘n’ roll (just like you). Our inspiration doesn’t simply come from the rugged workwear of denim pioneers, but from the unfastened spirit and laid-again lifestyle of our southern california roots. We find inspiration anywhere, from the secluded outlooks of big sur, to the antique-faculty tattoo parlors of venice and the lovely beaches of malibu. We reference tune, art and pictures — vintage and new — to create without a doubt unique pieces which you’ll put on time and again again.