Lucky Brand’s 'Play for the Parks' Transports Andrew Bird and Iron & Wine to Yosemite Park

Lucky Brand is debuting its new Fall ‘21 line with an inspiring digital content series, 'Play for the Parks', that celebrates the wonder of nature while raising awareness of national park preservation. Created in partnership with creative agency Where Eagles Dare and La Blogothèque – the acclaimed production company known for its impromptu Take Away Shows – 'Play for the Parks' transports Andrew Bird and Iron & Wine to Yosemite Park for an unforgettable experience that captures the spirit of wonder and exploration outdoors. 

Collaborating for the first time, the two artists came together to create intimate live acoustic videos within the expansive surroundings of Yosemite National Park. In the videos, Andrew Bird and Iron & Wine’s Sam Beam are seen exploring nature, experimenting with sounds and acoustics as they perform in tune with the nature of Yosemite. In each of the two videos, Bird and Beam wear different looks from Lucky Brand’s new line.

Play for the Parks will include a $25,000 donation to support efforts to preserve our national parks. Lucky Brand is also hosting a contest in which winners will receive Taylor acoustic guitars, vinyl albums, and framed maps of Yosemite signed by Andrew Bird and Iron & Wine, plus a $500 Lucky Brand gift card. 

Episode 1: Filmed at the breathtaking Tenaya Lake and accompanied by Iron & Wine, Andrew Bird delivers the debut live performance of his yet-to-be-released “Fixed Positions” as well as an acoustic arrangement of a favorite from My Finest Work Yet, “Manifest.”

Episode 2: Iron & Wine premieres new acoustic renditions of “Call It Dreaming” and 2002's “Upward Over the Mountain” featuring Andrew Bird and recorded at Cathedral Beach in Yosemite. Next summer the two artists will reunite for a show at Red Rocks Amphitheater in Colorado, with more to be announced soon.

“National Parks aren’t just beautiful, they’re mesmerizing, transcendental. It can be a near-mystical experience,” said Brian Franks, Founder/ECD of Where Eagles Dare. “Lucky Brand is an all-American brand that has always celebrated creativity and individual expression. True to the style of La Blogothèque’s Take Away Shows, we wanted to create an intimate experience that takes the viewer on a journey with these musicians. Our goal is to inspire people and give them a new appreciation for the beauty and power of nature all around us.”

The music videos will be promoted across Lucky Brand’s social channels and will live on the brand’s website at https://www.luckybrand.com/playfortheparks

Michael DeLellis, SVP, Head of Marketing (Aeropostale, Lucky Brand, Nautica) at SPARC Group said, “Lucky Brand has had a long-standing history of providing artists and musicians with a platform for self-expression. Play for the Parks is our latest content series installment that highlights artists' voices while paying tribute to our great American landscape. We are excited to share these intimate music videos with our consumers and music lovers everywhere.”