Authentic Brands Group announced on Wednesday a new partnership with Velocity Global Brands for its Lucky Brand workwear.

Under the agreement, Velocity will be tasked with the design, manufacturing and distribution of men and women’s workwear across the U.S. and Canada for Lucky Brand, the Americana-inspired premium denim and lifestyle brand.

The Lucky Brand workwear collection will incorporate durability, function, quality, and comfort, and will feature a range of protective apparel, including coveralls, overalls, bibs, and scrubs, as well as outerwear. Every piece will have key workwear attributes such as triple needle stitching, water and odor resistance, and quick dry capabilities, among others, according to a press release from New York-basedparent Authentic.

“The partnership with Velocity comes at a very exciting time for Lucky Brand,” said Alexandra Rodriguez, vice president, brand — Nautica and Lucky Brand at Authentic.

“Growing the brand’s range to include workwear creates another way for consumers to integrate Lucky Brand’s signature style into all aspects of their lives.”

The Lucky Brand workwear collection will be available through select department and specialty stores beginning in Fall 2024.

“We are thrilled to expand our partnership with Authentic for Lucky Brand to bring their workwear clothing category to life,” said Chris Laurita, co-CEO of Velocity Global Brands.

“We look forward to offering the Lucky Brand consumer the opportunity to wear their favorite brand at work.”

Last month, Authentic Brands Group announced a new partnership with One World, for the design, manufacturing and distribution of its Tapout brand, including adult and children’s sportswear, activewear and swimwear for men, women and children.
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