Signal27 Mar 2023
Ironic L.L. Bean totes speak to irreverent Gen Zers

L.L. Bean’s 'Boat and Tote' bag has enjoyed viral success in 2022, with Gen Zers embroidering the iconic preppy tote with ironic messages and pop culture references. Shoppers want to see themselves reflected in their purchases and brands are leaning into customization to drive loyalty.

Ironic L.L. Bean totes speak to irreverent Gen Zers