Jeans Are Much More Than Just Denim And Grommets, They Are A True, Blue American Icon. Staying True To The Rich Heritage – And Authentic, All-American Spirit – Of Denim, Lucky Brand Began Crafting Great-Fitting, Vintage-Inspired Jeans In Los Angeles In 1990. Lucky Gave Them Their Distinctive Look By Literally Putting Them Through The Wringer – Ripping, Fraying, Sanding, Patching And Washing By Hand – To Give Them True Character And Soul. Then, It Added Authentic Hardware, Personalized Touches And Playful Details, And An American Legend Was Born.