Back in the mid-'00s, Lucky Jeans was my fave denim brand. They were not as pricy as Diesel, but were just as stylish. I've kept a few pairs of delightfully battered Maggies, but I've long since moved on from the brand. However, Lucky Jeans is debuting new concept stores, according toWomen's Wear Daily, that have aroused my interest in its denim selection once again.
From the images I've seen, the concept shop looks inviting. It has a Hard Rock Cafe vibe, with jeans and memorabilia on the walls, complete with comfy couches, a denim conveyor belt, and a deconstructed motorcycle, according to Architectural Digest. It looks wide open and like you're shopping at a house or museum. It's unique and I like the idea.
I loved Lucky way back when because of the variety it offered and its rock 'n' roll vibe, which falls in line with my personal style. When I wanted to add a skinny pair to my jeans repertoire, I tried them at Lucky first and was pleased. But I eventually drifted to other brands and officially "broke up" with Lucky after I discovered PacSun and Hollister skinnies that I rock frequently in the here and now.
These are the patched and destroyed Lil Maggies I cannot bear to part with. It's the '70s vibe that I love.
But let's talk about Lucky's concept stores. It's a move dictated by a desire to get customers in brick and mortar locations by offering an experience that boasts not-so-store-like decor and atmosphere. I always feel like that about All Saints at The Promenade in Santa Monica. It feels like a destination, not a retail store.
Lucky's first concept store opened at The Point in El Segundo, California, according to Women's Wear Daily, and has quickly become the best-performing store of the chain. A second store is set to open in Las Vegas this month.
The stores are lifestyle-like and offer Moroccan rugs, marking Lucky's first time dipping its toes into home goods.
According to Architectural Digest, the company enlisted interior designer Erin Martin to create the space, fostering the So Cal rock 'n' roll vibe.
This isn't a two-off experiment for the brand, either. WWD notes that the company hopes to expand the concept stores globally in markets including Canada, Europe, Indie, Mexico, China, and Russia.
Okay, so if a Lucky concept store makes it way to the East Coast, will I shop there? I would, and here's why.
1. Denim Is Life
Denim is a lifestyle, which bleeds into other areas of apparel, like accessories. Lucky and its concept stores appear to get this. I am always down for a shopping experience, and this concept offers it.
2. The Past Isn't Through With Me
I spent plenty of cash on lots of pairs of Lucky jeans in the mid'-00s, many of which I've since recycled or donated. But I am also a sucker for nostalgia. I don't mind revisiting a former favorite to see what's new. I also have to find a reason to wear this baggy Maggies, which I had mended due to wear and tear.
3. Trend Again
I shopped the brand since it was so on trend back then. Who says they aren't now? It might be time to browse again. And as I said, time to find a reason to wear an old, beat up, lived in pair. They have such a vintage vibe. Maybe a new pair of Lucky Jeans will wear this well? It's worth a look.
Finding these jeans in my closet while writing this post made me realize that I could have gone thrifting and found a similar pair. It's like unearthing a gem of one's own. I like!
I would love to see a Lucky concept store turn up on the East Coast. If not, it'll be on my "Things to Do" list when I venture out to L.A. this fall.
Images: Lucky Brand/Instagram (2); Amy Sciarretto (3)
