Sfdoubletake's Blog

L.L. Bean Tries New Lifestyle Look for 2010 | August 25, 2009

L.L. Bean SignatureL.L Bean has begun making moves towards solidifying its new lifestyle line by choosing Rogue Gallery’s Alex Carleton as the head designer. As an iconic American sportswear brand, L.L Bean has been offering quality and innovative sportswear to men and women for the past 100 years.  However, this March the brand hopes to start a new page in its history with L.L. Bean Signature. “This is for modern, everyday dressing. My goal is not to challenge you. My goal is to make your life better.” Said Carleton when asked of certain expectations of the brand. He hopes to reinvent various style elements from classic Bean pieces of the past decades, and introduce them in modern taste to update the fit and look of the new label. Carleton has designed for the likes of Ralph Lauren and his experience has influenced his designs. Vice President Chris Veckers shares his point of view too “We are responding to a call from an underserved market in our customer base. These customers know and trust the L.L. Bean brand and favor American classics and modern styling, and they are looking for additional offerings that will give them a more versatile wardrobe… L.L. Bean signature will take the best of Bean and reinterpret it in a fresh new way.” The biggest difference will be that these garments will have a much closer fit to the body.

Men's SweaterThe line is going to be introduced for the Spring/Summer season in 2010 featuring women’s soft denim, colorful madras shirt dresses, new chino styles, classic wrap skirts and an updated belted camp jacket. The men’s line will include shawl neck sweaters, madras and buffalo plaid shirting, tailored linen blazers and a new version of the American field coat.

Veckers said pricing has not been determined, but you can expect to buy a shirt for at least $50-$70 and a jacket for about $200. The line will launch in March 2010 and will available to purchase on llbeansignature.com, mail order catalog and select LL Bean retailers.

Jamie T.

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