LUCKY STEPS INTO SOCKS
Byline: Marc Karimzadeh
NEW YORK — Lucky Brand Dungarees is accessorizing its jeans for fall with a new legwear collection.
The Los Angeles-based denim company, a division of Liz Claiborne, Inc., has signed a licensing agreement with American Essentials for an initial line that will consist of 15 styles aimed at bringing a denim feel to the junior legwear market.
“Why shouldn’t our customers be Lucky from head to toe?” said Trent Merrill, Lucky Brand’s executive vice president. “Adding socks to the brand was the logical next step.”
Key features include Lucky’s four-leaf clover logo, as well as stripes and argyles done in fashion and athletic socks, footlets and knee highs.
“The hallmark of the line was the fact that jeans are trending right now,” said Susan Spindell, women’s national sales manager at American Essentials. “This is slated to continue through fall, and [Lucky Brand] crystallized the offering for the denim-specific customer.”
Styles include a 200-needle hibiscus floral-pattern, ankle-length sock; an argyle knee high; a striped knee high, and 84-needle crew-length boot socks with blocked heel and toe. Footlets feature a clover detail around the ankle band and at the heel. Some styles have a logo band on their inside to add novelty to the design. The color story for the collection consists of camel, black, brown and light green.
“Jeans-inspired legwear is also about the way you style it,” said Spindell. “If you are putting on jeans and sneakers on the weekend, you may want a chunkier boot sock, which you can also wear for hiking.”
The line’s rider packaging has a retro feel with Fifties style images and little vintage icons, such as a washing board for care instructions.
Lucky Brand, best known for its rugged denim, has been on the expansion track. Earlier this year, the company signed a license with Rem Garson to produce a line of leather goods under the Lucky name. The leather collection will launch for fall retailing. Lucky also launched its first women’s swim line, manufactured by Anaheim-based Lunada Bay, at WWDMAGIC in February, which will be available in stores next month.
For American Essentials, Lucky Brand is another addition to its growing stable of legwear lines. Besides its core brand, the company also manufactures sock lines for Calvin Klein and CK Calvin Klein. The firm also signed a licensing deal with English accessories designer Lulu Guinness last month.
Lucky Brand’s legwear will retail for $8 to $12, with delivery in late July for August selling. It will be distributed to Lucky Brand’s freestanding stores, and existing Lucky distributors in department and specialty stores.