LL Bean Loses the 'Mom Jeans'

The name “LL Bean” brings to mind high-waisted pants, wrinkle-free fabrics, suspenders—certainly not hip, trendy fashion. That could all change, however, with a makeover hitting stores in 2010. “We are looking to really create a new updated fit and style,” says a VP for the new LL Bean Signature clothing line. To do just that, a former stylist for Ralph Lauren and Abercrombie & Fitch was brought aboard.

LL Bean began in 1911 as an outdoor outfitter, and still offers hunting shoes and outdoor equipment. That tradition will be recalled in the new line, but the clothes will be more modern. “You can dress it up and you can dress it down,” says the VP. The company hopes to appeal to customers like one Gen-Xer who loves the shoes and jackets—but won’t wear the “mom jeans.”