Staying true to the rich heritage ? and authentic, all-American spirit ? of denim, Lucky Brand 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.