All The Rage

Lucky Brand, Rolling Stones partner on retro tour T-shirts circa 1975

Lucky Brand X Rolling Stone T-shirts hit retail May 28, include two dozen retro designs

It looks like the Rolling Stones’ tumblin’ dice are coming up … Lucky. As in Lucky Brand.

The L.A.-based label has forged a licensing deal with music merchandising juggernaut Bravado and Universal Music Enterprises for a collection of Rolling Stones T-shirts that hits brick-and-mortar Lucky stores nationwide and e-commerce site on May 28 — four days after the British rockers kick off their North American ZIP Code tour at San Diego’s Petco Park.

The Lucky Brand X Rolling Stones collection consists of 24 men’s and women’s T-shirts ($39.50 to $49.50) emblazoned with the kind of artwork familiar to anyone who’s hovered over the merchandise table at a Stones concert: multiple riffs on the band’s name, famed tongue-and-lips logo and a few that depict members of the band. It’s only when you focus on the silhouette of an impossibly young-looking Keith Richards on one T-shirt, the boyish visage of Mick Jagger on another — or notice that the tour dates listed are for the summer of 1975 — does it become apparent that the designs are a retro-fantastic reissues of designs from the band’s “Tour of the Americas '75” tour merchandise of four decades ago.

That’s to emphasize another reissue: that of the Stones’ 1971 album “Sticky Fingers,” which will be sold alongside the collection at Lucky stores and via LuckyBrand.com when it’s released in early June — with 100% of sales benefiting VH1's Save the Music Foundation.

There’s a certain sense of symmetry to this licensing deal that only those steeped in the history of both band and brand can truly appreciate: The original “Sticky Fingers” album cover, you may recall, featured a photograph of a denim-clad crotch complete with a working zipper. What you might not recall is that denim-based Lucky Brand made a name for itself early on by having the words “Lucky You” stitched inside the inner flap of the fly on each pair of its jeans.

The Lucky Brand X Rolling Stones collection ($39.50 - $49.50), available at Lucky Brand boutiques and online at LuckyBrand.com starting May 28. 

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