Emily Salas
Creative Director
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Lucky Looms

LUCKY LOOMS - FRUIT OF THE LOOM

While lucky underwear is a cultural phenomenon in America, no brand has actually ever manufactured real lucky underwear. We decided to change that by taking 2,000 pairs of limited edition Fruit of the Loom underwear on a 10-day, 9-state, 10,632-mile trip across America and infusing them with good vibes from some of the luckiest spots in the nation. Thanks to a great social response from Lucky Looms purchasers, we found that the underwear helped people think positively and start their day a little happier.

THE MAKING OF LUCKY LOOMS

LUCKY LOOMS TEASER

LUCKY LOOMS RESULTS