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It’s in the jeans

By Ariella Cohen
The Brooklyn Paper
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Lucky Jeans is coming to Smith Street. These are the photos they sent to get us excited by their arrival.

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Lucky who?

The trendy clothier known for selling $200 jeans with the words “Lucky You” emblazoned on the fly will open its first Brooklyn store on Smith Street at the end of June, The Stoop has learned.

Ironically, Lucky will replace Vegas, a casino-themed bar near Dean Street.

Jezzica Lindkrantz, a spokeswoman for the upscale denim dealer, called the 132 Smith St. location an obvious choice, citing the brand’s “rock ’n’ roll roots.”

“Like a favorite pair of jeans, the new Lucky Brand Jeans store is a natural fit for Brooklyn’s individual style,” she said in a statement.

The incursion of the Vermont-based purveyor of costly, factory-frayed denims puts Smith Street on the same upscale retail map as Soho, the Flatiron District and the Upper East Side, where the company has built other locations.

But while Cobble Hill loyalists may grumble about sharing their “neighborhood jeans store” — as the brand calls its locations — with Upper East Siders, the shop certainly won’t be selling the priciest dungarees on the block.

The dubious distinction belongs to Watts on Smith, at DeGraw Street, where a pair of Paul Smith “Red Ear” men’s jeans can be had for $280, a Stoop snoop found.

Watts on Smith manager Glow Price said she wasn’t too worried about the competition from the high-end chain.

“Here, we get professional gentlemen,” she said. “They might try on a pair of Lucky Jeans, but the customers have the jeans they like and [they] are a little different than the Lucky brand [offerings].”

Makes you kinda pine for a Gap — though not too much.

©2007 The Brooklyn Paper

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