(NECN: Marnie MacLean,Freeport, Maine) - Maine-based L.L. Bean is well known for selling clothes thatare both comfortable and durable.
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But not many peoplewould call them "hip." Until now. This week, Bean launched a new "Signature Collection" thattargets a more style conscious customer.
Customers have alwaysshopped at L.L. Bean for rugged outdoor wear and casual, comfort clothes butthis 1.4 billion dollar business alsohas to plan for the future. And rightnow they see it in designer Alex Carlton.
Carlton- who made a namefor himself designing maritime chic apparel for his Rogue's Galler, was hiredby L.L. Bean to reinterpret their classic style for a new audience.
Carlton says he startedby taking a good look back through the 98-year-old company's archives.
He took men's jacketsfrom the 40s, madras shirtdresses from the 80s and refitted them for today.
For Bean, the signaturecollection is a way to increase market share.
You won't find the newline at the flagship store in Freeport. At least not yet. It's being sold onlyat the store in Tyson's corner in Virginia. For now, they're market and sellingthe new line on line.
