LL Bean is getting into eco-friendly fashion with the Pre-Loved collection, a range of refurbished vintage pieces launched exclusively on the brand’s Instagram.
From the 60s to the present day, each piece has been selected by the outdoor giant’s design team and restored for a new life cycle of wear, a series of timeless Bean basics given new life.
An example: an 80s royal blue fleece jacket is embroidered with the cursive LL Bean logo; a knitted cardigan, also from the 80s, with a cute polar bear print; a 60s hunting vest fits perfectly with fashion’s love of tactical gear.
LL Bean joins a number of brands launching vintage and pre-owned collections in the name of sustainability.
Last year, Levi’s launched Second hand, a platform dedicated to vintage and second-hand denim. Similarly, The North Face Renewed and Arc’teryx Rebird restore used outerwear and clothing to like-new condition at a more accessible price point. And just a few weeks ago, Banana Republic released another “BR Vintage” collection, a range of pieces from the 70s, 80s and 90s.
Luxury brands are also getting in on the action.
In partnership with RealReal’s circular economy program, Gucci, Stella McCartney and Burberry are offering benefits to customers who shop second-hand. In February, Alexander McQueen launched a buyback program with Vestiaire Collective.
Vintage and second-hand, once considered dirty words among the fashion elite, now enjoy unprecedented cachet among increasingly environmentally conscious consumers.
It’s clear that LL Bean is looking to cash in on the hype by selling its pre-loved collection exclusively through Instagram Stories, a rather new format for such a classic brand.
To secure a room, press @llbean‘s Stories on October 13, 20 and 27 at 10 a.m. EDT.