From Heritage Classic to Pop Culture Powerhouse - The Boat & Tote’s Resurgence
In 2022, the "Ironic Monogram" trend turned L.L.Bean’s Boat and Tote into a viral sensation. Rather than letting the moment fade, we harnessed the momentum, transforming the humble canvas bag into the number one driver of new buyers for the brand.
Strategic Execution & Results
Influencer-Led Growth: Curated partnerships with tastemakers to maintain authenticity, driving 80% YoY sales growth (2023-2024).
Powerful Brand Collaborations: Expanded cultural relevance through collaborations with Noah Kahan, Farmgirl Flowers, and Tibi, keeping the tote at the center of fashion, music, and lifestyle conversations.
New York Fashion Week Pop-Up: Marked the tote’s 80th anniversary with a TikTok-powered activation, drawing 2+ hour lines and selling 1,000+ totes.
Impact
Through cultural awareness, influencer strategy, and brand partnerships, the heritage Boat and Tote became a pop-culture mainstay and L.L.Bean’s #1 driver of new customers for three years in a row.
Media Coverage:
Associated Press: Historic utility AND high fashion. 80-year-old LL Bean staple finds a new audience as a trendy bag
NYTimes T Magazine: The 25 Most Influential Shoes and Bags That Transformed Fashion
Harper’s Bazaar: The Rise of the Ironic Boat and Tote
Vogue: A Preppy Staple Got an Ironic Makeover This Summer
Elle: Fashion Editors Can’t Stop Wearing the Tibi x L.L. Bean Tote Bag
Hailey Bieber shut down speculation with a selfie featuring her L.L.Bean Boat and Tote, embroidered with “Mrs. Bieber”—a subtle yet pointed nod to her marriage to Justin Bieber. The classic canvas bag, long celebrated for its durability, now doubles as a pop culture statement. Seeded to her stylists by our team, it quickly became a viral fashion moment..
Sustained coverage—from mainstream media to fashion publications and industry trades—has kept L.L.Bean’s Boat and Tote at the center of cultural conversation. This consistent visibility has driven demand, expanded its audience, and cemented the tote as both a fashion statement and a business growth engine.
L.L.Bean’s iconic Boat and Tote got a fresh twist through a partnership with Farmgirl Flowers, a brand known for its signature hand-tied bouquets and nationwide delivery. By tapping into Farmgirl’s loyal customer base, this collaboration introduced the tote to a new generation of style-conscious consumers, ensuring its relevance beyond fashion trends and reinforcing its status as a must-have everyday essential.
L.L.Bean’s Boat and Tote got a high-fashion makeover with Tibi’s sleek design, blending heritage craftsmanship with contemporary style. The limited-edition collaboration sold out instantly, resonating with fashion-forward consumers and proving the tote’s lasting cultural relevance.
L.L.Bean’s Boat and Tote got a heartfelt update with Noah Kahan, blending heritage craftsmanship with his folk-inspired storytelling. Featuring custom embroidery and rustic details, the limited-edition tote sold out instantly, proving that authenticity and nostalgia resonate far beyond fashion.