Rooted in rock \'n \'roll with a signature sense of humor, Lucky Brand stands for independent thinking, individual style and a feeling as authentic as love. Friends since youth, creators Gene Montesano and Barry Perlman shipped the first order of Lucky Brand in 1990, and have been renowned for their great-fitting, vintage-inspired jeans ever since. Gene and Barry\'s life long passions were blue jeans and rock \'n\' roll. While experiencing the hippie-counterculture movement in the U.S. in the 1970s, the then-21-year-old Gene teamed up with 17-year-old Barry, and friend Bill Rudnick, to open a jeans shop in Florida called Four Way Street. It was 1972 and they were officially in the jeans business, \"During the evenings, we\'d head out to the local Laundromat with our pockets full of coins and some bleach. A few hours later, we had a stack of great washed jeans -- one of a kind and 100% authentic!\"