l u c. (pronounced “lewk” the French way) is a tennis-inspired streetwear brand born of  a desire to merge our longtime obsession with the elegance and grit of the professional sport with our deep love and appreciation of street apparel. 

We’re avid fans of tennis! We watch matches all year round, mostly on screens, but we also attend live tournaments as often as we can. This year, we made it to the Italian Open in Rome, Wimbledon in England, and every year, without exception, the US Open in New York. 

As producers of a ton of iconic hip hop and pop music videos, many shot in NY, we became very attuned to the eclectic fashion of the artists we were filming. The organic intersection between sports, music, and fashion was crystal clear and has undoubtedly influenced our style.

About a year ago, we decided to develop a brand that would speak to our love of both of these worlds. At the center of the vision was the ball — the main “prop” in tennis, carefully rendered, along with our minimalistic brand logo, we were determined to adhere to the elevated streetwear aesthetic that has become something of an overall sweet spot for us.

Hoodies are the first serve. More to come!