Lucky Brand, founded in 1990, is an iconic American denim and lifestyle brand known for its vintage-inspired designs, laid-back California aesthetic, and commitment to craftsmanship. Blending heritage with modern style, Lucky Brand has built a loyal following through its premium denim, graphic tees, and effortlessly cool wardrobe staples. In a bold move to evolve while staying true to its roots, The ii Agency led a comprehensive rebrand, refreshing Lucky Brand’s identity to better connect with today’s consumers while honoring its rich legacy of self-expression and authenticity.