Lucky Takes Denim on the Road
This summer, Lucky Brand Jeans will kick off the “Denim Highway Tour,” a “Summer of Love”–meets–the MTV generation extravaganza. A 1949 Flxible bus—complete with a psychedelic paint job and zebra-print carpet (courtesy of MTV’s car makeover show, “Pimp My Ride”)—will travel across America to summer music festivals. Stocked with T-shirts and jeans, the bus will act like a roaming pop-up store for the denim brand. Streaming video, blogs and interactive maps will chronicle the bus’s tour at www.denimhighway.com.
On June 26, Lucky will kick off its rock ’n’ roll road trip with a party at its Vernon, Calif., headquarters. Founders Gene Montesano and Barry Perlman, the team of “Pimp My Ride” and Mexican indie band Kinky will get the party started.
—Erin Barajas
