About Us
The dream of “a simple life of bonfires, friends, and drinks on the weekends. It’s about jumping in your truck and having a good time. It’s the 3am pond parties with your friends. The long drives down old dirt roads with the windows wide open. We believe that you should never forget where you came from. You’re not just buying something. You’re buying back a little piece of yourself, and a belief in something bigger than clothing. AN IDEAL. A MOTTO. YOUR WAY OF LIFE”
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#sthash.75pkvF0d.dpuf
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#sthash.75pkvF0d.dpuf
The dream of “a simple life of bonfires, friends, and drinks on the weekends. It’s about jumping in your truck and having a good time. It’s the 3am pond parties with your friends. The long drives down old dirt roads with the windows wide open. We believe that you should never forget where you came from. You’re not just buying something. You’re buying back a little piece of yourself, and a belief in something bigger than clothing. AN IDEAL. A MOTTO. YOUR WAY OF LIFE”
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#sthash.75pkvF0d.dpuf
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#sthash.75pkvF0d.dpuf
The dream of “a simple life of bonfires, friends, and drinks on the weekends. It’s about jumping in your truck and having a good time. It’s the 3am pond parties with your friends. The long drives down old dirt roads with the windows wide open. We believe that you should never forget where you came from. You’re not just buying something. You’re buying back a little piece of yourself, and a belief in something bigger than clothing. AN IDEAL. A MOTTO. YOUR WAY OF LIFE”
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#sthash.75pkvF0d.dpuf
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#sthash.75pkvF0d.dpuf
The dream of “a simple life of bonfires, friends, and drinks on the weekends. It’s about jumping in your truck and having a good time. It’s the 3am pond parties with your friends. The long drives down old dirt roads with the windows wide open. We believe that you should never forget where you came from. You’re not just buying something. You’re buying back a little piece of yourself, and a belief in something bigger than clothing. AN IDEAL. A MOTTO. YOUR WAY OF LIFE”
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#"We believe in the new American Dream"Lu
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#"We believe in the new American Dream"Lu
Luckless Outfitters was started by two brothers; Matthew and Joshua Morris in December of 2010. With nothing but a $5,000 loan from their local bank and a dream, the Morris brothers set out to create something fresh and fun. Luckless was born and nurtured in Grandma Sharon's basement in Bolivar, NY. For those local to the Allegany county area, you knew Grandma! She was ONE HELL of a WOMAN and we credit her for giving us the shot to chase our dreams. We had full time jobs and Luckless in the evening. A real rags to riches story; grinding every step of the way. Matt has and will continue to always be the life-blood of the company. Every thought, every concept, every major turn has been because Matt has willed it so. Joshua was around to start the brand for the first five years, left for ten, and came back to help usher in the next stage of Lucklesses journey into wholesale and major markets.
(Photo: Still the same website from Day 1. Grandmas House 2011).
The early 2010's was a wild time in the country apparel market with the PEAK of NEW COUNTRY music hitting the radio airwaves. If you listen to The Highway on SiriusXM, you know exactly what we are talking about. Back then the BIG artists were Luke Bryan, Florida Georgia Line, and Eric Church. They did a bang up job and helped pave the way for Luckless to be built and bred into the world. We built ourselves our first product booth and traveled the country hitting everything up from major country music festivals all the way down to your local small community parade days. Luckless was growing, evolving, transforming into something bigger than we could have anticipated. We created our own runway model search, donated to local charities and organizations, tattooed our logo on friends, bought big giant mud trucks, and sponsored music artists all over the country. Life was good.
(Photo: Joshua Morris (left) - Matthew Morris (right) 2014.
We created this brand around the dream of "a simple life of bonfires, friends, and drinks on the weekends. It's about jumping in your truck and having a good time. It's the 3am pond parties, the long drives down old dirt roads with the windows wide open. We believe that you should never forget where you came from. You're not just buying something. You're buying back a little piece of yourself, and a belief in something bigger than clothing." AN IDEAL. A MOTTO. YOUR WAY OF LIFE.
(Photo: Luckless circa 2011-2013)
But as you all know, life changes. Things happen. You've got to evolve or be left in the dust. So Luckless packed up their small town roots in 2015 and moved to a place where things happen faster. Luckless set up shop in its new home just outside of Orlando, FL. We did the fancy things! We created our own physical retail space; and looked damn good doing it too! But once again, life happens; the market changes. Somewhere along the lines people stopped believing in the bonfires, the parties, and the simple life. (Jokes on them, it'll always be cool). But we held onto our morals and instead of changing, we evolved. We added boats and beaches. We added in more than just camouflage or neon to our designs. We created our OWN hunting camo and our own all over patterns in neon camouflage! We added a new asset into our program called Creator Culture.
(Photo: Luckless Outfitters storefront in the Oviedo Mall; Oviedo, FL 2019)
Fast forward to 2020. COVID. F You COVID. You ruined one hell of a damn good party. But with Covid came the tsunami of Creator Culture. You didn't have to work a job you hated anymore. You could become something more just by being yourself. The world evolved from YouTube shorts to wearing No Shorts. Life evolved from being there, to being everywhere. People stopped going out, and started going on. So we closed up our retail shops and went fully digital. We found our niche again. If you couldn't be wild at the bonfires anymore because you were on lock down, you could be wild online. The next five years of our business could look like a Motley Crue autobiography.
(Photo: Dirty Girls Have More Fun Collection by Luckless Outfitters. Now getting dirty had more than just one meaning. 2024)
Now at the close of writing this, in November of 2025; we have grown from Grandma's basement and house lofts, to our own production facility. Our uncle has come on board to help expand our dreams and help with our production. We've got some amazing friends who help us ship and help us evolve. Our brand that was once just an idea between two brothers who were living across the country from each other, now gets over 260M views a month across our social media platforms. What was just a thought has created a livelihood for our families thanks to the wild ideas and admiration from our millions and millions of friends who have poured their love and soul into our insanity. You all are both the most humbling, wild, crazy ass folks we've ever met. You're also equally the most giving, loving, generous, and thoughtful sweethearts we've ever known too.
So thank you. Thank you for everything. For each memory, each moment. Every comment and every like. All the subscriptions and all the follows. All the love and all the life.
We might be called Luckless; but because of you, we really should be called Blessed.
Eternally Grateful.
Matt & Josh
The dream of “a simple life of bonfires, friends, and drinks on the weekends. It’s about jumping in your truck and having a good time. It’s the 3am pond parties with your friends. The long drives down old dirt roads with the windows wide open. We believe that you should never forget where you came from. You’re not just buying something. You’re buying back a little piece of yourself, and a belief in something bigger than clothing. AN IDEAL. A MOTTO. YOUR WAY OF LIFE”
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#sthash.75pkvF0d.dpuf
Luckless was developed with these ideals in mind. Instead of your typical camouflage and mute colors, brothers Matthew and Joshua Morris set out to create something radical. Intense neon colors, wild designs, fantastic fits, and customer service second to none. You might ask yourself “Why so different?” Well, country music is being revitalized, and we thought to ourselves, why not country apparel? With such power houses as Luke Bryan, Florida Georgia Line, and countless others coming to the stage with their new take on country, we wanted to create something that could match their new invigoration. That’s how Luckless was born. Born on the ideals of family, friends, and fun; we strive to create the new trend in country apparel. With only a small savings and their grandmothers’ basement to work from, they set out on long laboring nights designing every garment from wax paper and an airbrush gun. Nights turned into days, and days into weeks. After what seemed like an eternity of selling tee shirts out of the bed of our trucks and participating in local festivals, we saved up enough to buy our first screen press. Four years later, we now have our new 10,000 square foot showroom and production facility in Olean, New York where we continue to print every shirt by hand. Almost 18,000 Storenvy.com orders, 35,000+ happy customers and 700,000 Facebook likes later, we continue just as hard as we did that first day to create apparel that captures the imaginations of the country minded. Our determination to grow in the hearts of our fans have led us to over 1.28 million followers across all of our social media platforms. Luckless uses only premium combed cotton and polyester from around the world by the leading clothing manufacturers in the business. Nearly all of our products are developed here in the United States. We’re proud to be American, and we hope you are too.
Since the inception of Luckless, Joshua and Matthew live, breath, and nurture every aspect of of the brand. We believe that each and everyone of us shares a common bond. Each and everyone of us are already Luckless. No matter what your ethnicity, age, gender, or location, we’ve all been beaten up by life more than our fair share. Luckless is our revolution against the shortcomings that life hands out. Armed with integrity, value, and hard work, we all can rise up from the dust and take on another day. That’s our stance against the clothing industry. We’re unhappy with the quality, design, and services we’ve seen, and this is our fight to deliver diamond quality in an industry full of carbon copies. With only a hand-few of employees, an undying desire to create a brand which resonates with our customers, and a passion for life; we can promise our customers that we’ll do everything possible to make you proud to be Luckless.
“So what’s the next step for Luckless?” Well, we want to start creating our own quality garments from scratch. This means creating every aspect of our clothing from concept to completion here in the U.S.A. Luckless exclusive cuts, designs, material selections and products never seen to the market place. We want our products to be as unique and fun as our customers who wear them. It is this passion that sets us apart from our competition.
Why Luckless? The answer is clear. Integrity, value, dedication, and determination to be true to our roots. Luckless is backwoods born and country raised. Instead of selling out and moving to the big city or overseas for production, we wanted to fight hard for our dream and create something here in the heart of our ‘country’. We just don’t create Luckless, we are Luckless. Our anthem is the hum of mud tires on an old dirt road. Our creed written by the scars in our boots. As true as the arrows that fly in November, and as dedicated as our fans to their friends and families. Becoming Luckless is more than just buying an article of clothing. You’re buying back a piece of yourself, buying into a piece of us, and in a belief in something bigger than us all. Maybe then, we all can be just a little bit Luckless. - See more at: http://www.lucklessclothing.com/about-us/#sthash.75pkvF0d.dpuf
