Which denim brand was founded in 1990 by Gene Montesano and Barry Perlman?

The denim brand founded in 1990 by Gene Montesano and Barry Perlman is Lucky Brand.

Lucky Brand began in Los Angeles in 1990 and became known for vintage-inspired jeans, casual clothing and a deliberately worn-in aesthetic. Its designs often draw on familiar American denim details, including branded hardware, distinctive pocket stitching and playful labels. The company positioned itself between heritage workwear and contemporary fashion.

Lucky Brand is sometimes confused with Silver Jeans Co. or other North American labels because all sell casual jeans and have broad retail distribution. The founders and origin are different: Lucky Brand was created by Gene Montesano and Barry Perlman in Los Angeles.

The company’s name reflects its informal, optimistic branding rather than a reference to a particular town or fabric process. Over time, Lucky Brand expanded into shirts, jackets, accessories and other lifestyle products, while jeans remained its best-known category.