Ahead of the Yellowstone season 5 premiere date – November 13th over in the US; November 14th here in Australia – Lucky Brand Jeans has released a ranch-ready (and Dutton chic) capsule collection of menswear and womenswear that’d bring a smile to Rip Wheeler’s perennially stony face.
From faded tees, henley shirts, sweatshirts, hoodies, and cardigans to denim jeans, denim jackets, and denim mini skirts, each of these staples present a nod to the hit neo-western series’ titular ranch, i.e. Dutton Ranch logos on the t-shirts, Yellowstone patches and threaded embellishments on the denim jackets.
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“As an iconic American brand, this partnership with one of today’s most popular shows, Yellowstone, felt authentic to our lucky loyalists and will also help us reach new audiences,” said Lucky Brand CEO Natalie Levy.
“Denim and lifestyle wares have always been integral to Lucky Brand’s DNA and we’re excited to share some updated classics that would feel right at home on the Dutton Ranch or as staple pieces in your wardrobe.”
“Partnering with Lucky, a brand rooted in Americana and self-expression, felt perfectly aligned to the setting and characters on Yellowstone,” added Jose Casto, Senior Vice President, Soft Lines, Global Fashion Collaborations for Paramount Consumer Products & Experiences.
“The values that rooted the partnership manifested beautifully in denim and lifestyle products that fans can wear in the city, on the ranch and everywhere in between to express their love of Yellowstone.”
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Bonus: this isn’t just another quick money grab.
Lucky Brand Jeans have tapped Los Angeles’ Compton Cowboys to launch this campaign, which was shot on location at the horseback riding group’s headquarters for its Compton Jr. Equestrian Posse mentorship program. The Compton Cowboys are a group of childhood friends from the Richland Farms of Compton who seek to improve their community through horse riding and equestrian culture.
For every item purchased from this collaboration online and in stores during the entire month of November, the label has pledged to donate US$10 (AU$15) towards the equestrian group’s cause for a maximum donation of US$50,000 (AU$78,000).
Prices within the Yellowstone x Lucky Brand Jeans collection range from US$49.50 (AU$77) to US$199 (AU$310) – check it out via the link below.
