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Introduce the Japan Edition collection to U.S. audiences for the first time through a cultural and retail experience. Spotlight L.L.Bean’s cult following in Japan by blending Tokyo-inspired streetwear design, retail theater, and brand storytelling in two high-foot-traffic style hubs: New York and Los Angeles.
In April 2025, L.L.Bean brought its Japan Edition collection stateside, launching bicoastal pop-ups that gave U.S. fans their first chance to shop the sought-after line in person. The collection, which reimagines L.L.Bean classics with oversized silhouettes, natural textures, and Japanese design sensibility, has long been a staple of Tokyo streetwear culture. First introduced in Japan following a surge of L.L.Bean fishing fandom in the early ’90s, the line emerged from a unique style dialogue between American outdoor heritage and Japanese fashion precision—making this U.S. debut a full-circle moment three decades in the making.
In Williamsburg, Brooklyn, and on Melrose Avenue in Los Angeles, the pop-ups transformed raw urban storefronts into tactile spaces inspired by Japanese minimalism and L.L.Bean’s rugged outdoor DNA. Clean lines, natural wood finishes, and curated greenery evoked traditional Japanese architecture, allowing the colorful collection to pop as both wearable art and design object. Soft lighting and ambient Tokyo soundscapes encouraged guests to slow down and explore—guided through the space by modern interpretations of noren, the traditional Japanese fabric dividers.
To deepen engagement, each location featured customization stations, collectible charms, and ceremonial-grade matcha served with branded foam art. These thoughtful details transformed shopping into a cultural and sensorial exchange—bridging two design philosophies and inviting a new generation of U.S. fans to experience L.L.Bean through the refined lens of Japan’s fashion capital.
Gross Sales: $188,495
Items Sold: 2,246
Average Transaction: $185.35
Total Visitors: 1,604