Lucky Launches Underwear, Loungewear With Wonderbrand
In addition to Lucky Brand Jeans’ full roster of denim, men’s and women’s sportswear, swimwear, accessories, jewelry, and Lucky Kid offerings, the lifestyle brand has added a comprehensive underwear and loungewear collection for Fall 2008. Lucky Brand’s underwear and loungewear will be produced under license by Nick Graham’s Larkspur, Calif.–based manufacturing company, Wonderbrand.
“Lucky Brand has always been about what’s on the inside,” said Liz Munoz, president of Lucky Brand Jeans. “Our jeans celebrated the inside with surprises like clover pocketing, ’Lucky You’ [tag] in the fly and a little of that suggestive secret. This fits into it.”
Graham, the marketing maven behind Joe Boxer, interprets the Lucky Brand Jeans’ vintage music and psychedelic-print sensibility into loungewear and underwear for men and women. He expands on Lucky Brand’s classic clover-print boxer shorts with novelty embroidered woven boxers and pants. Lucky Brand’s basics program of boxer briefs, knit boxer shorts, ribbed tanks and short-sleeve crew-neck shirts are washed for a soft hand. “It’s a really good alternative to the basic white business that’s out there,” Graham said.
Women’s panties, camisoles and pajamas use soft cotton French terry, cotton slub jersey, cotton poplin and cotton/poly burnout fabrics. Graphics range from feminine, such as a floral Asian print on a kimono wrap robe, to an edgy “A Dia De Los Muertos” skull on the side of a tank top.
Women’s panties, camisoles and pajamas use femininely soft fabrics with a graphic and metallic edge. “In the women’s, there’s a lot of Asian influence, and then there’s a rock ’n’ roll line, which is like heavy-metal lingerie. It’s not hard-core rock ’n’ roll, but its not easy listening either,” Graham said.
Retail prices range from $10 to $50. The line will be sold in Lucky Brand stores and is targeted at department stores and specialty stores where Lucky Brand is sold. For more information regarding the women’s line, contact Stacy Franiak at (970) 470- 3096. For the men’s line, contact Amber Hervey at (415) 309-6154. —Rhea Cortado
