Lucky Brand’s premium denim has launched a new collaboration with CÃ³digo 1530, a fifth-generation tequila maker. Both brands are rich in history and have created heirloom products that echo this theme. Asked about the inspiration for the collaboration, Jimmy Carter, vice president of merchandising for Lucky Brand, said, âThe collaboration has gone very organically and this is the first multi-season partnership for the brand. We were inspired by the passion of CÃ³digo 1530 and the images from their archives that spoke of the brand’s heritage, highlighting both the history of tequila production and the high-end artisan approach that separates CÃ³digo 1530. from the rest of the market.
Two heritage brands unite
Lucky Brand was founded over 30 years ago as a fashion designer and manufacturer of premium denim jeans in North America. The corporate ethic is the epitome of the independent spirit and Southern California lifestyle. Carter explained how the brand’s primary customer comes to her for dynamic new content and collaborations with brands that capture the original, authentic and irreverent spirit of Lucky Brand. He said: âOur collaboration with CÃ³digo 1530 is a great addition to our stable of partnerships and we are delighted to share the product with our respective audiences. “
CÃ³digo 1530 tequila is a specialty alcohol brand that uses a fifth generation recipe to make tequilas that were once only available to a very private audience. The recipe comes from a small distillery in AmatitÃ¡n, Jalisco, a state in Mexico. Over the generations, AmatitÃ¡n’s local distillation process has never strayed from centuries-old codes and customs. The name CÃ³digo 1530 honors Los CÃ³digos, the codes and customs of the old world which still endure today in AmatitÃ¡n. George Strait, the King of the Country, is an investor in the business and was a major influence in bringing the small brand of tequila into a larger commercial market.
What customers can expect from the Lucky Brand and CÃ³digo 1530 collaboration
According to Lucky Brand, the capsule collection will feature t-shirts with vintage imagery and distressed graphics in washed neutrals and earthy tones, classic trucker hats, super soft crewnecks and graphic hoodies, and Lucky’s iconic 223 straight-leg jeans for men in a pair of custom washes inspired by the iconic spirit of CÃ³digo 1530.
Carter said, âOur graphic design team has interpreted this inspiration through color, wash, technique and silhouette to create a collection that uniquely reflects both brands. The launch includes items for men and women. Carter added, âWe will be launching additional products with CÃ³digo 1530 for Spring / Summer 2022, with cool colors, washes and graphics for both men and women. When asked about future collaborations, Carter explained that they are always on the lookout for like-minded brands that genuinely relate to the aesthetic and spirit of Lucky Brand.
Release of COVID closures in 2020
Denim has seen an uptrend this year as more consumers have deferred spending on clothing and accessories since March 2021, even surpassing sales levels of 2019 (the most comparable period). Following the COVID pandemic in early 2020, the apparel and accessories industry was hit hard in terms of store closings, resulting in a 27% drop in revenue for the year ending January 2021. Sales in April and May in 2020 were particularly difficult for the United States. market with sales down 86% and 62% respectively compared to 2019.
Last year Lucky Brand filed an application bankruptcy in July like many retailers who went through a rough patch during the pandemic, when many non-essential businesses closed. Simon Real Estate Group