Lucky Energy Unveils ‘90s-Inspired Streetwear Line “Origins” Celebrating Perseverance

There has been a resurgence in ‘90s-inspired style — oversized sweatshirts, T-shirts, and bombers — which is why new merch from Lucky Energy has caught the public’s eye.

The beverage brand recently dropped its first merch collection called Origins. This 12-piece unisex streetwear line features hats, T-shirts, a hoodie, a sweater, and a bomber. Styled by Yoko J, the campaign celebrates triumph over tragedy and spotlights talent that has embraced difficult situations and used it to fuel their passions, such as Afro-Latina bionic dancer and model Kayla Maria, former news anchor turned model and disability advocate Haleigh Rosa, and model, film producer, and birthmark advocate Paige Lauren Billiot.

The collection is inspired by the brand founder Richard Laver’s life story. Laver is the youngest survivor of a plane crash that killed his father and 136 others, which led to depression and homelessness. He eventually met the love of his life, Michelle, and turned his life around. However, during the premature birth of their first child, Kate, they received the news that she was diagnosed with cerebral palsy and needed a feeding tube for nourishment. Through a medley of medical complications, he founded Kate Farms (now a top-recommended plant-based tube-feeding formula) to save her life. Laver launched Lucky Energy to motivate people to have grit and persevere.

The brand’s tagline, “Freedom to Fly,” is an underlying message of the product: Take risks, never give up on yourself, and embrace today because nothing is guaranteed. Some styles will have “777” on the neck label — if you’re lucky enough to score a product with 777, you have the chance to win prizes, including a free case of Lucky Energy and a $500 flight gift card to travel anywhere in the world.

For CMO Hamid Saify, “Origins is about embracing being lucky. All the bad moments in life allow us to preserve, rise above them, and excel. We showcase talent that embodies what we stand for — they keep going, rising daily to thrive. Part of dropping merch is also about ensuring we’re designing things that people will want to wear, and we are excited by how we’ve integrated our core messaging into the drop.”

The campaign is photographed by Joyce Charat with Production by Emmanuelle Rienda, founder of Ethical Luxury Group.

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