Lucky Brand is racing into the realm of high-end collaborations with British artist Ornamental Conifer.
For the Los Angeles-based company’s fall collection, the artist also known as Nicolai Sclater is hand-painting bandanas, T-shirts, and leather and denim jackets in bright colors and his signature hand-lettering style. The items are bound to strike up a conversation with their lightning bolts, New York and Los Angeles area codes and other imagery that pays tribute to Lucky’s moto heritage.
The tie-up is Conifer’s latest project in the fashion industry. Once raised by hippies, kicked out of school at 15 and worked as a mechanic, Conifer has worked with brands such as Nixon and Alpinestars.
Lucky is also making moves to expand into a lifestyle business. In contrast to the rebellious feel of Conifer’s creations, it included a men’s formal suit in its fall lineup for the first time.
With this collaboration, Conifer took a hands-on approach. According to Lucky’s chief creative officer Kin Ying Lee, he inspected the denim to select the fabric that would pick up his paint the best. Whereas the bandanas and T-shirts retail for about $50, the jackets range between $1,000 and $2,000. In comparison, an embroidered jean jacket from the company’s premium sub-brand Lucky Legend goes for $148.
“It elevates the brand and brings uniqueness and personality,” said Lucky Brand chairman and chief executive officer Carlos Alberini. “That is worth pursuing.”