FREEPORT, Maine--(BUSINESS WIRE)--As the latest L.L.Bean catalog arrives in customers’ mailboxes, they’ll be seeing a modern twist on a classic cover from the past. L.L.Bean’s first catalog of its 100th Anniversary year will feature a re-creation of a 1933 cover image, one of L.L.Bean’s customer favorites, by acclaimed photographer Randal Ford. The modern interpretation of the vintage cover is one of four that will appear on L.L.Bean catalogs in 2012.
“We wanted to pay homage to some of our classic covers from the past and bring them to life through photography,” said Marcia Minter, vice president of creative at L.L.Bean. “Each of these covers tells a story and has a wittiness about it that our customers really enjoy.”
The spring 2012 catalog cover portrays an older man reaching into his pocket to begrudgingly pay a young boy for his freshly caught trout. The original 1933 image - dubbed “Grandpa” - is one that appealed to L.L.Bean for its timelessness and embodiment of the company’s heritage in the outdoors.
The cover was shot in Acadia National Park by Ford, an award-winning commercial and editorial photographer based in Austin, TX, along with a creative team from L.L.Bean. Ford’s illustrative style frequently reflects iconic images of Americana. “This project really appealed to me because it is both nostalgic and modern at the same time,” said Ford. “L.L.Bean is such an iconic, classic American brand and it was very cool to work from older catalog artwork to create a more modern re-interpretation.”
L.L.Bean has a long history of catalog art capturing the essence of the outdoors and its home state of Maine. Noteworthy artists who have been featured on the cover of the L.L.Bean catalog include: illustrator Robert Crawford, wildlife artist Chuck Ripper, children’s author and artist Chris Van Dusen, and Maine artist Kate Winn.
Future covers by Ford will appear in March and July, with a fourth hitting mailboxes towards the end of the year. “These covers will pay tribute to our heritage while at the same time being contemporary and entertaining to consumers of today,” said Minter. The re-creation of a vintage catalog is one of many ways L.L.Bean will celebrate its anniversary in 2012, a year when the company hopes to re-ignite America’s passion for the outdoors.
Customers have the opportunity to own a piece of L.L.Bean history with the availability of a stretched canvas print featuring the 100th Anniversary catalog cover images. Both the 1933 catalog cover and January 2012 catalog image are available. Prints can be purchased for $99 at the L.L.Bean flagship store in Freeport, ME as well as online at llbean.com.
About L.L.Bean, Inc.
L.L.Bean, Inc. is a leading multichannel merchant of quality outdoor gear and apparel. Founded in 1912 by Leon Leonwood Bean, the company began as a one-room operation selling a single product, the Maine Hunting Shoe. While its business has grown over the years, L.L.Bean still upholds the values of its founder, including his dedication to quality, customer service and a love of the outdoors. L.L.Bean products are rigorously tested, guaranteed to last and shipped free. In the past five years, L.L.Bean has donated over $6 million toward conservation and land stewardship. The 200,000 sq. ft. L.L.Bean retail store campus in Freeport, ME, is open 24 hours a day, 365 days a year and welcomes more than 3 million visitors every year. L.L.Bean can be found worldwide at www.llbean.com, L.L.Bean Facebook, L.L.Bean Twitter and L.L.Bean YouTube.
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