Lucky Brand Ditches Fashion With Kevin Costner-Led TV Hit ‘Yellowstone’ E! News UK
Denim brands can’t get enough of Paramount Network’s hit television series “Yellowstone” and its fictional family of Dutton breeders.
Ahead of the fifth season, Lucky Brand, owned by Authentic Brands Group, will launch a limited-edition collaboration with the popular Kevin Costner-directed drama on October 27. the cast of “Yellowstone”.
Key denim items in the women’s studded assortment include a distressed western denim snap shirt, cropped miniskirt, wide leg jeans and a denim jacket with a sheepskin collar and country-themed artwork. horse in the back. The men’s line includes distressed and faded jeans, a denim jacket with two chest flap pockets and a Yellowstone patch and a chore jacket with Yellowstone branding on the back. A shawl collar cardigan is also included.
Graphics on t-shirts, Henley tops and hoodies nod to the show’s fictional Dutton Ranch, while the Dutton family’s “Y” logo is stitched to the back pocket of the jeans for men and women.
Lucky Brand enlisted real cowboys to help bring the collection to life. Its accompanying ad campaign features members of the Compton Cowboys, a group of 10 childhood friends from the town of Compton, Los Angeles, who use horseback riding and equestrian culture to better their community.
Shot on location at the home of their mentorship program, The Compton Jr. Equestrian Posse, the campaign celebrates what it means to be a cowboy today: “a commitment to community, a connection to animals and a passion for cowboys.” training in equestrian sports. .”
Through the program, Compton Cowboys teaches inner-city children to ride horses on a working ranch and highlights the legacy of African Americans in equine and western heritage. The aim is to mentor young people “keeping them on the horses and off the streets”.
Lucky Brand supports the mission of Compton Cowboys with a donation tied to sales of the Yellowstone collection.
For every Lucky Brand x Yellowstone item purchased from Lucky Brand online or in-store between November 1, 2022 and November 30, 2022, the brand will donate $10 to Compton Jr. Equestrians, up to a maximum donation of $50 $000.
Lucky Brand’s partnership with the show follows Wrangler’s ongoing collaboration with “Yellowstone.” The 75-year-old brand recently launched its second collection of officially licensed ‘Yellowstone’ t-shirts for men and women. The Wrangler x Yellowstone collection came to fruition after Wrangler clothing was seen organically on the show’s characters during the first three seasons.