Heritage outdoor retailer L.L.Bean has announced the launch of a limited-edition collection of footwear, apparel and accessories co-designed by Grammy-nominated singer-songwriter, Noah Kahan. “The Northern Attitude Collection” is inspired by Kahan’s Vermont roots, paying homage to the rugged, natural beauty of the region and the fortitude that bonds New Englanders.
The 8-piece collection reimagines L.L.Bean’s most iconic goods in a new, muted color palette, a reflection of the world Kahan created on his breakout album, Stick Season. Notably etched into the cool blue, green, grey and tan hues are illustrations of Penny, Kahan’s beloved German Shepherd who has been an ever-present companion on his journey from the Vermont woods to sold-out world tours.
“I grew up wearing my brother’s Bean Boots, so the brand has always been a part of my life,” said Kahan of the collection and partnership. “Wearing L.L.Bean makes me feel like I’m outside, even if I’m not, and this is important because going outside is self-care for me, especially when it comes to my mental health. Including Penny is also just so special as she’s been my closest confidant during the creation and launch of Stick Season, so this collection is really personal and nostalgic for me.”
In honor of the collaboration, L.L.Bean will donate $100,000 to Kahan’s The Busyhead Project, a mental health initiative aimed at providing resources and information designed to help end the stigma around mental health. In recent years, L.L.Bean has made significant investments in research and programming focused on the mental health benefits of time outside, including its annual “off the grid” campaign for Mental Health Awareness Month.
“There is something unspoken that bonds New Englanders—a shared grit and resolve we all need to survive the long, cold winter months,” said L.L.Bean Chief Marketing Officer Nick Wilkoff. “Noah shares that with the world through his music, and we’re proud to share that with our customers and his fans through this collection, which includes some of our most iconic Made-in-Maine goods that we’ve been crafting for generations. We’re honored to partner with Noah to share a piece of New England with the world, while creating greater awareness around the mental health benefits of time outdoors.”
