4/20 Anyone? Lucky Brand Drops Cannabis Denim Collection
Lucky Brand touts “high quality” in its new collection.
Ahead of 420 (April 20), a day celebrated by marijuana enthusiasts, Lucky launched the Highest Quality Capsule Collection, a men’s and women’s line of cannabis-inspired styles.
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Several styles in the collection are made with hemp, a fiber derived from the stalks of the Cannabis sativa plant, including the women’s Easy Rider Boot, a classic straight fit and mid-rise jean finished with a raw edge and dark cannabis leaves produced by a pintuck release technique.
Women’s cotton/hemp cropped jacket and ’90s shorts feature 3D cannabis leaves and clover motifs achieved with an embossed silicon technique. The cannabis motif is repeated in a patchwork range of women’s dresses, kimonos, thanks and button-down shirts and men’s camp shirt and pull-on shorts.
Other pieces in the collection include a smocked blouse, tank and maxi dress with cannabis leaf embroidery, graphic tees and hoodies and accessories like totes and hats.
Lucky teamed with Lola Langusta, a cannabis-advocate and owner of Stoned Fox, a creative studio and production company in cannabis, plant wellness, and lifestyle, for the collection’s campaign.
Shot on location in New York City and upstate New York, the campaign highlights stories of the “progression of cannabis perception in society by showcasing a variety of personal perspectives, from criminalization to culture to agriculture,” Lucky stated.
The campaign highlights Hudson Cannabis, a female-founded farm that practices regenerative agriculture and provides a holistic approach to producing biodiverse cannabis, and Donte West, a decriminalization and anti-incarceration advocate who works with Last Prisoner Project (LPP) to help free anyone incarcerated on cannabis-related charges.
Lucky will donate $10 from every Highest Quality item sold in April 2024 to LPP with a commitment from the brand up to $10,000. Additionally, Lucky’s social media posts will direct followers to help support the mission of LPP by participating in the letter writing program.
“Lucky Brand has always been at the forefront of driving cultural conversations since 1990 and we are excited to give our collaborators a platform to express themselves on luckybrand.com and on our social channels,” said Michael DeLellis, EVP head of marketing for Lucky Brand and SPARC Group. “Rooted in denim, Americana and self-expression, our brand is for the free-thinkers and the optimists who don’t take life too seriously.”
The collection is available now on Lucky Brand’s website.
