LL Bean’s pre-loved vintage collection launched on Instagram


LL Bean is embarking on eco-responsible fashion with the Pre-Loved Collection, a range of refurbished vintage pieces launched exclusively on the brand’s Instagram.

Spanning the 60s to the present day, each piece has been purchased by the exterior giant’s design team and restored for a new wear life cycle, a spread of timeless Bean basics getting new life.

A sample: a royal blue fleece jacket from the 80s is embroidered with the cursive LL Bean logo; a knit cardigan, also from the 80s, features a lovely polar bear print; a 60s hunting vest is a perfect match for fashion’s love of tactical gear.

LL Bean joins a number of brands that are launching vintage and used collections in the name of sustainability.

Last year, Levi’s introduced Second hand, a platform dedicated to vintage and second-hand denim. Likewise, The North Face Renewed and Arc’teryx Rebird are restoring outerwear and second-hand clothing to new condition, for a more affordable price. And just a few weeks ago, Banana Republic released another “BR Vintage” collection, a line of pieces from the 70s, 80s and 90s.

Luxury brands are also getting into 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 bad words among the fashion elite, now enjoy an unprecedented cachet among increasingly environmentally conscious consumers.

It’s clear that LL Bean is looking to cash in on the hype by selling their 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.


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