L.L. Bean plans to launch a hipper, more stylish collection under the name L.L. Bean Signature. The line, for men and women, is being designed by Alex Carleton, the founder of Portland-based Rogues Gallery, a popular line of urban clothing.
Carleton, who has also worked for Ralph Lauren and Abercrombie & Fitch, was employed as an L.L. Bean designer for three years before leaving to start Rogues Gallery in 2003.
“We are responding to a call from an underserved segment of our customer base,” said Chris Vickers, vice president of L.L.Bean Signature. “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. Having worked at L.L.Bean, Alex understands our brand and will help us meet the needs of this important consumer.”
The new line will be more expensive than Bean's traditional clothing. A basic T-shirt will cost about $30, compared to $19.50 for T-shirts from L.L. Bean's regular line, for example. It will launch in March with offerings that include madras shirts, navy linen blazers and shawl-neck sweaters for men, and madras shirtdresses, wrap skirts and chino and denim styles for women.
The launch will differ from L.L. Bean's short-lived Freeport Studio effort, a women's line focusing on office attire. The Signature collection will offer updates on L.L. Bean staples such as knit shirts, jeans, khakis and footwear.
