The L.L.Bean Boat and Tote bag — usually embroidered with the name or initials of its owner — has become a ubiquitous accessory in its 78-year history, slung over shoulders on boats, beaches, and even at New York Fashion Week. But the tote’s usual selling points — durability, affordability, versatility — are not why, this past spring and summer, sales were the highest they’ve been in a decade.
Young shoppers drove the spike, L.L.Bean spokesperson Hillary Sparks says. They followed a trend fueled by 26-year-old New Yorker Gracie Wiener, who began monogramming Bean totes with ironic phrases two years ago: PSYCHO, PRADA, FAKE HEIRESS. Wiener started an Instagram account (@ironicboatandtote) to share photos of her and others’ untraditional totes. A TikTok she made about her favorite bags racked up half a million views. Now, her Instagram has more than 40,000 followers, and videos tagged #boatandtote have nearly three million views on TikTok. Meanwhile, teens and 20-somethings keep on monogramming UNHINGED, FERAL, FULL OF IT, etc. on their Bean bags. And even if the saucy slogans are ultimately just a fad, those totes are still going to last a lifetime.
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