2 min read
Last year, L.L.Bean organized a homecoming. But to understand why that matters, you need a brief history lesson. Back in 1992, the folks at Bean decided to open a second outpost. The first was in Freeport, Maine, so naturally, the brand decided the next location should be…about 6,600 miles away, in Jiyugaoka, Tokyo.
It sounds surprising, but there was solid reasoning behind it. The flagship location had become the site for a very particular kind of fashion pilgrimage in the early ‘90s, with Japanese tourists flying over to shop the outdoorsy selection. And we’re not talking about a stop along the way to another spot, like New York or L.A. No, the Bean flagship was the one and only destination. Robust mail orders confirmed that the brand’s Japanese fanbase was strong.
L.L.Bean has since opened 18 different stores in the country, all offering a local spin on the company’s iconic clothes and accessories. And for anyone with a taste for slightly off-kilter Americana viewed through a Japanese lens—which is to say, a gigantic chunk of menswear nerds—it’s become pretty desirable stuff. Think “classic Bean,” but with boxier silhouettes, oversized fits, and a range of colors you might not find in the Stateside lineup.
“Our Japan assortment has long been coveted stateside,” explains Nick Wilkoff, chief marketing officer at L.L.Bean. “It has a ‘if you know, you know’ quality to it.”
So, in April of 2025, the brand brought a small selection of the Japanese assortment to the States, offering it for sale at pop-ups in Brooklyn and Los Angeles. “We felt it was time to bring this three-decade journey full circle with a collection that showcased the unique cultural exchange,” says Wilkoff.
This year, we’re getting an even better deal. The Japan Edition, as Bean is calling it, is back, bigger than last time around, and available online and at select L.L.Bean retail stores across the country (you can check the list here).
What prompted the expansion? “In short: demand,” says Wilkoff. “Last year’s pop-ups were very successful, and customers wanted greater access to the collection, so we expanded its availability this year.”
It’s hard to pick a favorite, though the cropped Roxbury jacket—with its vintage tech-wear vibe—is a standout, as is a charming tee with a trout graphic, the pullover Milo anorak, and the Japanese take on the Bean field coat. Wilkoff, for his part, calls the Prospect Harbor hoodie a “sleeper pick. It has it all—style, durability, and versatility.”
The only catch, of course, is that those picks—along with the rest of the items in the Japan Edition—are selling fast. If you’re in the market, you’d better get moving. And if you miss out, well, there might still be a light at the end of the tunnel. Asked whether we can expect an ongoing Japan Edition on the L.L.Bean website in the future, Wilkoff replied, “Stay tuned.”
AloJapan.com