“Boat and Tote sales are up 30 percent over last year and have been one of the top drivers of new buyers this spring and summer. It’s been really fun seeing a new generation of customers taking our classic tote and making it their own.” L.L. Bean spokesperson, Amanda Hannah.
The classic Maine-manufactured canvas tote can be monogrammed with initials, but thanks to IG and TikTok jokesters, the new thing is to subvert the #oldmoneyaesthetic heritage and emblazon it with a short sassy slogan instead. The beauty of the L.L. Bean tote was always its amalgamation of function and personalisation. You can pick the size of tote and colour of trim, as well as initials or slogan and font. Hundreds of possibilities if not thousands.
I have an L.L. Bean tote from a NARS launch many years ago and use it regularly. (It needs a clean though – thank you Town & Country for this how-to.) As a piece of merch, the slogan isn’t anything witty or pretty but simply ‘motu tane’ the name of the range. No matter, if you tire of your slogan, just wear the bag reversed until its time comes round again.
Read more here.
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGE: Juliana Salazar/Instagram
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