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March 15, 2010

L.L. Bean debuts
Signature brand

The Associated Press

FREEPORT — L.L. Bean hopes to attract more younger customers through its Signature line.

click image to enlarge

From L.L. Bean's Signature line home page.

The Signature label, which launched today, is aimed at taking L.L. Bean's classic style elements and giving them a modern look that's meant to be slimmer and hipper.

Creative Director Alex Carleton once worked for Abercrombie & Fitch and Ralph Lauren and later founded the Rogues Gallery line of urban chic clothing. He was then tapped to provide a new interpretation of Bean's classic style elements.

L.L. Bean, the online and catalog retailer, will distribute more than 2 million copies of the 48-page Signature catalog nationwide.
 

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