First, let me issue a very important disclaimer: I have never bought or owned anything from Lucky Brand, nor do I plan on it or care to. Even so, Lucky still holds a very special place in my heart. I have always been a retrophile, and the vintage-style labels on Lucky Brand Jeans are what made me fall in love with it. They remind me of a classic pair of Levi’s, Lee, or Wrangler jeans, yet they brought something new and different to the world of fashion. That’s the point where I want to begin. Anyway, I was surfing the web the other day and decided that I’d pay a visit to the Lucky Brand website for the heck of it. While I was there, I noticed something strange: all their “Lucky Brand Blue Jeans” and “Lucky Brand Dungarees” labels had been replaced by a plain “Lucky Brand” label with thin block letters. I posted a question about it on Lucky's Facebook page and was told that they had discontinued some of the older label designs, but that they would submit my request to their design team. (For the record, they could not have been kinder or more courteous about it.)

Now, I know what you’re thinking. You wonder, “Why should I care? It’s just a stupid label!” I completely understand and sympathize with that line of thinking. Most people have never thought about how something so simple could have so much value and meaning to a person like me, or what could bother me so much about the new label. Normally, such a change in logo or design would not bother me, but this did for a very specific reason. Lucky’s vintage-style labels set it apart from nearly any other jeans brand in its class. They were a unique statement about the timeless nature and value of vintage clothing, and that men and women could both wear something traditionally regarded as “men’s clothing” and “unladylike.” And to me, the new label signifies that they are trying to become more like every other premium/designer denim brand and abandoning the designs and styles that set them apart and made them unique. I prized and valued the old Lucky labels so much that seeing them go feels almost like the death of a family member or close friend.

Anyway, Lucky’s reply to my question got me to thinking: I’m sure there are many people who have bought and worn Lucky Brand clothing for years because they appreciated their vintage, classic styles as much as I do. And although I am not one of them, I still believe that they serve an important purpose in the world of fashion, especially jeans. One need not look far into history to realize that brands are often worth far more than their material and financial assets. The “New Coke” controversy of the 80s prompted Coca-Cola to bring its original beverage back within a matter of months. Most recently, after an outpouring of popular demand, General Mills reintroduced its French Toast Crunch cereal after an eight-year absence from grocery shelves. The only reason either of these products was able to return is because the public took action and showed that the psychological value of a product helps build its market value. If people hadn’t petitioned, organized, and contacted the companies, we might be stuck with New Coke today, and French Toast Crunch would still be nothing but a memory. Such is the beauty of capitalism: if companies can see that there is a significant market for certain goods and services, even if it is a vocal minority, they will be more than happy to supply it. This page is meant to represent Lucky fans who feel the same way I do, and to convince them that the old labels and designs still have a market, especially among fans of vintage-style clothing. That's how Lucky has made most of its money in the past, and I feel like they are letting that go to the wayside for no apparent reason. Simply put, they are "fixing" something that isn't broken, and alienating their base in the process.

Please don’t misunderstand me. My goal in creating this page is not to bash Lucky (or its parent company, Leonard Green) for the new label. In fact, I could tolerate it if they kept their old labels alongside it. I am simply trying to make a statement: Lucky Brand is in a class by itself, and I fear that they are falling prey to the pressures of conformity within the fashion industry. If the public wants that, then they should just buy another brand. But please, leave Lucky alone!