Lucky Brand to expand into workwear
Brand development group Authentic Brands Group is adding a workwear collection to Lucky Brands, partnering Velocity, which will design, manufacture and distribute the range across the US and Canada.
The collection will include protective apparel and outerwear. Each piece will have workwear attributes such as triple needle stitching, water and odour resistance, and quick dry capabilities.
Lucky filed for Chapter 11 bankruptcy protection in July 2020, having suffered from the effects of the pandemic and related shutdowns, and was bought by Authentic a month later.
Alexandra Rodriguez, vice-president of brand at Authentic, said: “Growing the brand’s range to include workwear creates another way for consumers to integrate Lucky Brand’s signature style into all aspects of their lives.”
The Lucky Brand workwear collection will be available through department and specialty stores this autumn.
Authentic’s brand portfolio includes Shaquille O’Neal, Reebok, Nautica, Rockport, Boardriders, Quiksilver, Billabong and Roxy.
