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Until 2010, most of Lucky Brand's jeans were made in the U.S. But after that, the company switched to manufacturing the vast majority of its goods in countries including China, Indonesia, and Mexico. Now, with parent company Fifth & Pacific reportedly in the final stages of selling the brand to private-equity firm Advent International, Lucky Brand announced it's getting back into the made-in-America game.
The jeans will be sewn in Los Angeles and Tullahoma, Tennessee. The denim will come from a mill in Greensboro, North Carolina.
C.E.O. David DeMattei invoked sweatshops, patriotism, and environmental concerns when asked by Women's Wear Daily why Americans are responding to American-made products now:
"There is a lot being written about that's going on in China in terms of the quality and the type of environment clothes are being made in," DeMattei said. "There seems to be more of a movement now for American-made goods. That's becoming more important to consumers."
The jeans will retail for $129, making them only slightly more expensive than Lucky's current foreign-made offerings. The company has ordered 150,000 pairs, and hired Missy Rayder and David Gandy as the first faces of the jeans.
— Jenna Sauers