Since the beginning, Lucky Brand has been crafting vintage-inspired jeans with individual character and soul. In an effort to close the loop and seek out more sustainable options within the industry, Upcycled by Lucky Brand was created. With creative help from Lars Nord Studio, this limited-edition capsule collection takes upcycled fabric, reimagines it, and reconstructs it into modern silhouettes.

The Upcyled identity is built around the heritage of the brand and reflects the same modern approach to timeless classics that each unique piece represents.

SERVICES
Brand Identity
Packaging
Marketing Collateral

Lucky Brand
2021–2022

CREDITS
Creative Director: Matthew Cerreta
Agency: Emblem Creative