Lucky Brand is the latest denim brand to help shine a spotlight on U.S. national parks.
The company launched this week Play for the Parks, a digital content series featuring Grammy-nominated musician Andrew Bird and Iron & Wine. Collaborating for the first time, the two artists have come together with Lucky Brand and media production company, La Blogothèque, to create acoustic videos inside California’s Yosemite National Park.
Play for the Parks include a $25,000 donation by the denim brand to support efforts to preserve national parks. Additionally, the activation has a sweepstakes offering consumers the chance to win one-of-a-kind signed memorabilia including Taylor Acoustic Guitars, vinyl albums, and a $500 Lucky Brand gift card.
The campaign is another example of Lucky Brand’s connection to music. The brand launched the “Less Noise, More Music” digital concert series in May benefitting the National Independent Venue Association’s efforts to provide support for entertainment industry businesses and workers impacted by the pandemic. It also created tour merchandise for artists like Tim McGraw and Faith Hill.
“Lucky Brand has had a long-standing history of providing artists and musicians with a platform for self-expression,” said Michael DeLellis, SVP, head of marketing for Lucky Brand’s parent company, SPARC Group. “Play for the Parks is our latest content series installment that highlights artists’ voices while paying tribute to our great American landscape.”
The Play for the Parks videos are available on Lucky Brand’s YouTube channel. Performances includes Bird’s yet-to-be-released song “Fixed Positions,” and Iron & Wine’s new acoustic renditions of “Call It Dreaming” and 2002’s “Upward Over the Mountain.”
Lucky Brand, which exited Chapter 11 bankruptcy one month after filing in July 2020, follows in Madewell’s steps to help preserve national parks. In May, the J.Crew Group-owned brand teamed with Parks Project, a national parks conservation organization, for a collection of tees and accessories inspired by Joshua Tree, Saguaro and Zion National Parks.