Lucy’s past, present and future have come together in Burlingame, Calif., where the VF Corp.-owned activewear retailer opened its first store in 2001 and has unveiled a new prototype that will serve as the model for stores as expansion kicks into gear next year.
After a tumultuous period for Lucy that saw executive shifts and a scaling back of ambitious store rollout plans VF had when it acquired the company, president Mark Bryden views the prototype as an important step toward reigniting the brand. “Through the years of ownership, it may have drifted off of the original intent. Our vision is really to bring Lucy back as a premium, women’s activewear brand in the marketplace and recenter ourselves back to where it was always envisioned by the founders,” said Bryden, who joined Lucy after former president Shaz Kahng departed last December.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
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