When LL Bean Signature launched in March 2010 the company hoped to attract a younger lifestyle customer by updating its considerable archive. The 100-year-old independent retailer was a New England legend firmly entrenched in tradition. Bean was known for it’s no hassle return policy, established by founder Leon Leonwood Bean who stood behind every product he sold in his Freeport Maine store. It was not known for innovative fashion. Their appeal was based on utilitarian comfort not trend. The Signature Collection has changed that by updating LL Beans classic wardrobe staples with slimmer cuts and a contemporary palette.

Here’s a preview of the Fall 2012 Signature Collection.

 

LL Bean Fall Winter 2012