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We know that jeans are much more than just denim and grommets; they’re a true blue American icon.
Staying true to the rich heritage — and authentic, all-American spirit — of denim, began crafting great-fitting, vintage-inspired jeans in Los Angeles in 1990. We gave them their distinctively Lucky look by literally putting them through the wringer — ripping, fraying, sanding, patching and washing by hand — to give them true character and soul. Then, we added authentic hardware, personalized touches and playful details, and an American legend was born.