Ever since I was in high school, I have always loved the classic, vintage style of Lucky Brand jeans.  Although I am too tall to wear them myself, I recognize and admire the quality unique designs and that Lucky has offered for many years.  One of my favorite details of Lucky jeans was the retro designs of their "Lucky Brand Blue Jeans" and "Lucky Brand Dungarees" labels.  What is especially cool is that they were used on both their men's and women's denim styles.  Most brands do not use the same labels on men's and women's jeans, and those that do usually use a very generic style.  By using the same labels on their men's and women's styles, and by their "Too tough to die" slogan, Lucky Brand made a statement about empowering women to wear jeans that traditionally would be considered "unladylike."  For me, this statement of women's equality and the timeless nature of vintage fashion is what always made Lucky jeans unique and special.

About three months ago, I discovered that Lucky has replaced all of its old labels with a generic one that simply bears their block-letter logo at the bottom.  They never used anything like that on their jeans before, and it is completely untrue to the vintage designs that they have sold for a quarter of a century.  When considering that Lucky has touted this as a unique feature in the past, it seems particularly strange:

"Several trademark signatures help further distinguish Lucky Brand jeans from the pack.  Our heritage-inspired whiskey label, four-leaf clover insignia, and provocative 'Lucky You' messages on the inside of the fly of our denim are unique touches that reflect our sense of heritage and irreverent sense of humor."

When I asked about it on their Facebook page, they told me they would forward it as a suggestion to their design team.  The goal of this petition is to do just that: to ensure that Lucky Brand stays true to that tradition by designing more retro jeans styles and labels.  Vintage styles of clothing are always a significant market, and Lucky has always stood out for embracing this.  And if they know that the demand is still strong, they will listen to the consumers and give them what they want.  Don't let such a great history vanish.  Join us today!

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