Lucky Brand Jeans, America's neighborhood jeans store, and Disney Consumer Products recently announced the rebirth of Walt Disney's first icon, Oswald the Lucky Rabbit. The predecessor to Mickey Mouse, Oswald the Lucky Rabbit returned to The Walt Disney Company in 2006, long after his original theatrical debut in 1927. Just in time for summer, this limited-edition collection of T-shirts, featuring Oswald and the iconic Mickey Mouse, will be sold only at Lucky Kid, Lucky Brand Jeans stores and online at luckybrandjeans.com. Disney Consumer Products and Lucky Brand Jeans will introduce the expressive Oswald and classic Mickey to a new generation with a sophisticated taste for the best in denim.
In addition, Lucky Brand Jeans and Disney have come together to create a special Oswald stencil t-shirt which is offered exclusively as part of the limited edition Oswald vinyl figure box set. Fun-loving adults and children alike can add this unique Disney character to their Disney collection. The collectible figures, numbering only 500, are available only at select Lucky Brand Jeans stores.
"As the forerunner to Mickey Mouse and an important part of Walt Disney's creative legacy, the fun and mischievous Oswald is back with Disney," said Pam Lifford, executive vice president, Global Home and Apparel for Disney Consumer Products. "And what better place for Oswald to make his contemporary comeback than with Lucky Brand Jeans."
Making Oswald cool again did not happen by accident. Since 2002, Disney has collaborated with the hottest designers to make classic characters like Mickey Mouse and Donald Duck fashionable. Disney is now viewed as a major fashion player, consistently ranking on the Women's Wear Daily WWD100 list of the most influential fashion brands. The Oswald-inspired Lucky Brand Jeans t-shirt collection, designed to appeal to trend-forward adults and discerning gift giver, takes inspiration from the rich heritage of stories Walt told through his original animated character.
When Walt Disney opened his animation studio in 1923, he spent four years producing The Alice Comedies, a popular series of shorts featuring a live girl in a cartoon world. After four years, Walt created a new character – Oswald the Lucky Rabbit. Walt produced 26 Oswald cartoons, which were distributed by Universal and well-received by audiences. However, on a trip to New York to renew his contract for Oswald, Walt discovered a clause in his contract that gave Universal ownership of his popular new character. On the train ride back to Hollywood, Walt was devastated but realized he needed to create a new character – one that he would own entirely. And now, Oswald has returned to The Walt Disney Company to take his rightful place alongside the most well known animated characters in the world.