The Story of Lucky

Rooted in rock ’n ’roll with a signature sense of humor, Lucky Brand Jeans stands for independent thinking, individual style and a feeling as authentic as love. Friends since youth, creators Gene Montesano and Barry Perlman shipped the first order of Lucky Brand Jeans in 1990, and have been renowned for their great-fitting, vintage-inspired jeans ever since.

Gene and Barry’s life long passions were blue jeans and rock ‘n’ roll. While experiencing the hippie-counterculture movement in the U.S. in the 1970s, the then-21-year-old Gene teamed up with 17-year-old Barry, and friend Bill Rudnick, to open a jeans shop in Florida called Four Way Street. It was 1972 and they were officially in the jeans business, “During the evenings, we’d head out to the local Laundromat with our pockets full of coins and some bleach. A few hours later, we had a stack of great washed jeans -- one of a kind and 100% authentic!”

Gene moved to Los Angeles in 1978 “with $100 in his pocket” and entered the burgeoning Los Angeles fashion industry. He started Bongo Jeans with partner Michael Caruso and helped run the Bongo brand for 15 years, helping it grow into a multi-million dollar company. In 1990, Gene left Bongo to launch his dream, Lucky Brand Jeans, and asked Barry to become his business partner once again. The Goal? To create a denim company without compromise, about great quality and good humor.

Lucky Brand Jeans became instantly recognized for its attention to fit, but there was one more detail to follow. Gene wanted to put a message in the fly, and came up with the catch phrase “Lucky You.” The irreverent play on words and strategic placement of the “Lucky You” message bucked the 1990s politically correct climate, attracting some unfavorable advice, “Don’t do it. People won’t buy it, they’ll be offended!”

As promised, Gene refused to compromise and his good-humored “Lucky You” signature was a gamble that paid off. In next to no time, the phones were ringing with people demanding those jeans with the “Lucky You” in the fly.

Lucky Brand Jeans is built on moments like these, of irrefutable attitude and vision without compromise. Los Angeles and the free-spirited Southern California lifestyle continue to inspire the company’s style. The story of Lucky Brand is the story of two great friends moving to California and starting a jeans brand. The rest is history.

Lucky Hollywood
Over the years Lucky Brand Jeans has garnered a strong celebrity following. Fans include Ben Affleck, Halle Berry, Abigail Breslin, Brad Pitt, Salma Hayek, Sandra Bullock, Ellen DeGeneres, David Grohl, Jennifer Love Hewitt, Mandy Moore, Jessica Simpson, Gwyneth Paltrow, Kelly Preston, Hilary Swank, Vince Vaughn, Ethan Hawke, Chris Noth, Thomas Haden Church, LL Cool J, Matt Damon, Will Smith, John Travolta and more. Lucky Brand Jeans works with the wardrobe departments of Hollywood movie studios and has been featured on numerous TV shows including Ugly Betty, How I Met Your Mother, Criminal Minds, The Unit, Scrubs, Medium, Ghost Whisperer, Without a Trace and CSI.

For the past ten years, Lucky Brand Jeans has sponsored the Santa Barbara International Film Festival, a prestigious event that honors the artists behind filmmaking, hosts premiere screenings and supports aspiring filmmakers.

Lucky Gives Back
The Lucky Foundation, created by Lucky Brand Jeans founders Gene Montesano and Barry Perlman, is committed to bringing happiness, comfort and hope to disabled children. The Foundation believes that its donations can truly impact the quality of life and well-being of children and make a difference in their lives. Since its inception in 1996, the Foundation has been successful in raising approximately $6 million through its annual Black Tie & Blue Jeans Gala for numerous children’s charities including: Smile Train, Camp Sundown, Island Dolphin Care, Shane’s Inspiration and The Bridge School. The event consistently draws over 700 guests from the fashion and Hollywood industries including; Anthony Edwards, Sela Ward, Emily Procter, Alyson Hannigan, Laura San Giacomo and Neil Young. The Black Tie & Blue Jeans Gala has been hosted by such marquis names as Jay Leno, Dennis Miller, Dana Carvey, Howie Mandel, David Spade and Craig Ferguson. Musical guests have included B.B. King, Jackson Browne, Stephen Stills, Loggins & Messina, James Brown, Chris Isaak, Bonnie Raitt, The Fab Faux, and Chris Robinson.

Lucky Business
Lucky Brand Jeans designs and produces denim, sportswear, knits, wovens, outerwear, T-shirts and active wear. Additional Lucky Brand licensed products include swimwear and accessories for men and women. The Lucky Brand collections are carried at better department and specialty stores, and at over 110 company-owned stores nationwide and three internationally.

May 1999 marked another stage of the Lucky Brand Jeans development when Liz Claiborne, Inc. acquired 85% of the company. This strategic partnership positioned Lucky Brand Jeans for major growth, focusing on expanding its retail locations, e-commerce site (www.LuckyBrandJeans.com) and increasing its foreign distribution. Lucky Brand Jeans will continue to license its brand in other major product categories.

Lucky Worldwide
Lucky Brand Jeans’ global presence has expanded with free standing stores opening in Hong Kong and Macao along with its existing 6 across the Middle East and 7 in Canada. Wholesale presence in Selfridges, London is just the beginning of European expansion. Lucky Brand Jeans’ development of namesake retail stores and continued wholesale growth throughout international markets are on target for the remaining of 2007 and increasingly prominent for 2008.

Facts at a Glance (as of February 2008)
UNITED STATES
Number of Stores: 170 company-owned stores in the U.S. and Puerto Rico.
Size of Stores: 2,500+ square feet
Consumer Ages: 16-60 years-old
Major Department Store Accounts: Bloomingdale’s, Macy’s West, Marshall Field’s, Lord & Taylor, Nordstrom and Dillard’s
Specialty Store Accounts: Buckle, E-Street Denim in Chicago and It’s the Ritz in Birmingham, MI.

GLOBAL
Number of Stores: 7 company-owned; 8 partner-owned stores
Size of Stores: 1,500 + square feet
Consumer Ages: 16-60 years-old
Major Department Store Accounts: Selfridges, United Kingdom: David Jones, Australia; Central Department Store, Thailand; Takashimaya Times Square, Japan.
Specialty Store Accounts: Just Jeans, Australia. The Jeans Company, Honduras.

Shop online at www.luckybrandjeans.com or to find a store near you click here.