The rise and fall of Lucky Brand, the once-beloved mall brand

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Lucky Brand filed for Chapter 11 bankruptcy protection on Friday due in response to woes from the coronavirus pandemic and several years of sluggish sales.
However, Lucky Brand was once a go-to destination for trendy denim and bohemian chic fashion in the 1990s and early aughts, beloved by celebrities and mall shoppers alike.
We took a look at the rise and fall of Lucky Brand, on the heels of its expected sale to SPARC Group — the owner of brands like Nautica and Aeropostale — and the announcement that it will shutter 13 stores.
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Lucky Brand just filed for Chapter 11 bankruptcy protection, 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,” according to the company. 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 the ongoing retail apocalypse.

Now, 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. As the company prepares to finalize its expected sale to SPARC Group — the owner of brands like Nautica and Aeropostale — we took a closer look at the denim darling’s rise and fall over the years.