Interview by Jeff Alexander
Lucky13 has established itself as the premier apparel company, best known for invoking the true spirit of today’s motor culture. Founded in 1991 by Bobby Kloetzly and Arnie Sakamoto, the California company has evolved by uniting traditional imagery with unique designs for today’s subculture. With the unveiling of its new Top Shelf line, Lucky13 brings timeless, upscale Americana styles forward.
“Top Shelf is a higher quality product but with a more toned down feeling that’s less about loud graphics. They are 100% American made for those who support the American made movement,” said Kloetzly.
Top Shelf apparel will be manufactured in Los Angeles and Orange County and despite costing more than other featured designs, Kloetzly said Lucky13 has answered the call for more made in U.S.A. clothing.
“There’s a growing number of people out there looking for good old fashioned, quality products that are timeless in style. That’s what we’re hoping to deliver with Top Shelf. In our Classics Originals line, We make about 80% of the product right here in the U.S. We do all our own print work, embroidery, and small runs of cut and sew in our facility in Santa Ana.”
While always working to base creative designs around music and motor culture, the brand also utilizes skating and surfing imagery. Ongoing efforts to continue establishing itself has attracted a growing woman audience to Lucky13. Publicist Lacy Ottenson commented on the company’s diversity and growing trends.
“We’re known for our quality cut and sew pieces and blouses. Our women buyers gravitate to our dresses more than, say, t-shirts or tank tops, but it’s great to know that we can appeal to more than just one kind of audience. This is something we continue working on.”
Asked if the company has received negative feedback regarding its women models and sensual imagery, Ottenson stated most inquiries centered around women looking to break into the fashion industry as opposed to criticizing it.
“I get a lot of e-mails from prospective models and I think its great. I do see more women at hot rod and motorcycle shows and I think it’s positive to see a growing audience at these events.”
Kloetzly expanded on imagery challenges and recalled the initial difficulty surrounding Maltese Cross designs.
“It had a lot of people confused because of facts they did not entirely understand. Oddly enough, something that customers were afraid of in the ‘90s became available in cities across the U.S. when Wal-Mart bought into the West Coast Choppers products. Funny how that works. When there’s money to be made the large corporate businesses can rewrite the rules.”
With over two decades under its belt, Lucky13 continues serving its dedicated niche of supporters looking for apparel to match their convictions. Kloetzly recalled launching the brand 22 years ago.
“At the time there was no motorcycle, hot rod, kustom kulture, punk clothing line out there that really appealed to us or our friends. We wanted to make something different than what we saw out there. We knew it would be totally raw and low brow and we knew most people out there wouldn’t totally get it or like it, and that was our goal.”
By establishing partnerships with artists such as Marco Almera and bands like Face To Face, Lucky13 has demonstrated its diversity and refusal to merely replicate past success with past designs.
“Lucky13 has always been based around the arts, whether it’s the visual or performing. Even customizing your ride is self -expression and art is vital. The bottom line is you can’t recreate the wheel but you can embellish upon it. Like Rock n’ Roll, some things never die but just like Rock n’ Roll you can try new approaches and adapt your style. This is what we do and you either get or you don’t,” stated Kloetzly.
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