by Stephen Garner

As retail locations re-open to the public, Lucky Brand said on Wednesday that it remains committed to providing support to charity partners, community organizations, and its family of customers and associates.

In fact, since March, in response to the need for PPE, the Los Angeles-based denim brand coordinated efforts across local apparel brands and vendors to procure, produce and educate consumers on non-medical face masks. The brand first partnered with Suay Sew Shop’s mask initiative, providing denim fabric cuttings, funds and sharing DIY mask pattern templates with their consumer base. 

Lucky Brand next worked with one of its L.A.-based factory partners, New Fashion, to provide over 6,000 masks to be included, at no cost, in customer’s online orders.  The following week, the brand launched Give 5 Get 5, a mask purchase program that enabled customers to purchase a pack of 5 masks, and donates 5 to those in need.  As the program continues, by the end of this week, Lucky Brand will have donated over 20,000 masks to their charitable partners.

This week, Lucky Brand supported the Los Angeles County Sheriff’s Department and the Veterans Affairs Police Department, as they coordinate a “Salute to Heroes” ceremony to pay tribute to the West Los Angeles Veterans Administration Hospital and its staff.  The brand donated camouflage masks to be worn by multiple agencies for the event as well as 150 T-shirts to Veterans Affairs, and–along with partner Avery Dennison–1,000 iron-on patches emblazoned with the word “Hero,” in recognition of the VA’s dedication to providing care and treatment for our veterans throughout this difficult time. 

“Organizations we approach are often surprised that Lucky Brand wants to donate, instead of selling them face masks,” said Allison Charalambous, senior manager of sustainability and social responsibility at Lucky Brand. “It has been extremely rewarding to support a variety of organizations that continue their valuable services throughout the L.A. county for veterans, the unhoused, housing insecure youth, low-income families, and seniors. Despite the risk, these organizations realize their services are essential, more than ever.”

And, as Lucky prepares for the re-opening of its retail stores, the denim maker is sending health and safety kits containing additional cleaning supplies, sanitizer, and reusable face masks to its locations.  The denim technical design team re-purposed available materials, such as promotional bandanas and fabrics from stock supplies, to create hundreds of reusable cloth masks for store associates to use.