Repositioning an iconic brand can be tricky because it requires maintaining trust and keeping what is most beloved, while transforming it into something newly relevant.

Project Text
In the new paradigm, hunting and fishing are the perfect metaphor. The catch of the day might be an afternoon stolen away from the office to cycle up the hudson. Or a compliment on your new jacket. The hunt may be for the world’s best parka—and Bean does all the scouting. The notion of outdoor living implies more than merely heading into the wild: it is meaningful in urban, suburban and rural contexts. Up snowy peaks and down concrete canyons, on black sand and tar beaches, in condos and canoes, the spirit of adventure thrives everywhere.

L.L. Bean’s heritage is a rich source of iconic designs ripe for reimagining. Whether it’s about rendering them in modern materials, streamlining the fit or simply wearing them differently, these classics are ready for a whole new life. The boat & tote bag, the field coat, the duck boot—reworked, these signature pieces will be a bridge between the parent brand and the new collection, casting a halo effect in both directions and indicating that something truly new has arrived.