This Iconic 2000s Denim Brand Went Bankrupt. Now Pop Stars Are Fueling Its Comeback

Once a rock-star denim favorite, Lucky Brand is trying to reclaim its cultural cachet with TikTok-era collaborations and music partnerships.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Addison Rae and Charlie Puth. Illustration: Inc; Photo: Lucky Brand

A few years ago, Lucky Brand wasn’t quite living up to its name. But the fashion label now seems—culturally, at least—well on its way to rise from the ashes. It’s all thanks to a perfectly timed ad campaign.

Founded in 1990 by longtime apparel entrepreneurs Gene Montesano and Barry Perlman, Lucky Brand sold........

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