Authentic Brands Group Partners with Velocity Global Brands for Lucky Brand Workwear
Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, today announced a partnership with Velocity Global Brands (Velocity) for Lucky Brand workwear. Through the agreement, Velocity takes on the design, manufacturing and distribution of men and women’s workwear across the U.S. and Canada for the free-spirited, Americana-inspired premium denim and lifestyle brand.
“The partnership with Velocity comes at a very exciting time for Lucky Brand,” said Alexandra Rodriguez, Vice President, Brand — Nautica & Lucky Brand at Authentic. “Growing the brand’s range to include workwear creates another way for consumers to integrate Lucky Brand’s signature style into all aspects of their lives.”
The Lucky Brand workwear collection is designed to incorporate durability, function, quality, and comfort. The collection will feature a range of protective apparel, including coveralls, overalls, bibs, and scrubs, as well as outerwear. Every piece will have key workwear attributes such as triple needle stitching, water and odor resistance, and quick dry capabilities, among others.
"We are thrilled to expand our partnership with Authentic for Lucky Brand to bring their workwear clothing category to life," said Chris Laurita, Co-CEO of Velocity Global Brands. "We look forward to offering the Lucky Brand consumer the opportunity to wear their favorite brand at work.”
The Lucky Brand workwear collection will be available through select department and specialty stores beginning in Fall 2024.
About Authentic Brands Group
Authentic Brands Group (Authentic) is a unified platform that integrates M&A, brand strategy, creativity and digital innovation to unlock the power of its global portfolio. It connects iconic sports, lifestyle, entertainment and media brands with best-in-class partners to optimize long-term value in the marketplace. Generating more than $29 billion in global annual retail sales, Authentic’s brands have an expansive retail footprint in 150 countries, including 13,000-plus freestanding stores and shop-in-shops and 400,000 points of sale.
Authentic’s brand portfolio includes Shaquille O’Neal®, David Beckham®, Sports Illustrated®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Reebok®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hunter®, Vince®, Hervé Léger®, Frye®, Nautica®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Sperry®, Rockport®, Eddie Bauer®, Boardriders®, Quiksilver®, Billabong®, Roxy®, DC Shoes®, RVCA®, Spyder®, Volcom®, Prince®, Izod®, Van Heusen®, Hart Schaffner Marx® and Thomasville®.
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About Lucky Brand
WEAR LUCKY. FEEL LUCKY. Lucky Brand was founded in 1990 with a spirit of reinvention. Rooted in premium denim, Americana and self-expression, our brand is for the free-thinkers and the optimists who don’t take life too seriously. Our denim and lifestyle wares portray personality through perfectly imperfect, often American heritage inspired details that bring levity to any look, or situation. Wear Lucky and make good fortune. Feel lucky, and you’ll find it. Shop Lucky Brand in freestanding store locations across North America, select department stores and on luckybrand.com.
About Velocity Global Brands
Velocity Global Brands is a leading lifestyle brand management company with offices in New York City and California. Our product design, development, and sourcing are unmatched thanks not only to our amazing team, but to our strategic manufacturing partners with over 20 factories in 8 countries around the globe. Together, our mission is to bring great quality product to market with incredible value.