Land’s End = New Beginnings!
Text/ Images by J. Ecochard
We love rooting for the underdog. It’s a great American tradition.
Not that Land’s End ever was down for the full count. It’s just that the likes of Nike, Under Armour, J. Crew, Abercrombie and Fitch etc…seem able to adapt their collections for 21st century lifestyles.
Let alone those eye catching capsule collections at Target, H&M etc.
But…the Spring/Summer 2008 Press Preview for Land’s End had our heads spinning in Linda Blair Exorcist amazement. Building on the smart (and chic) winter Chevron Jackets and performance ready skiwear that should be huge hits for Land’s End…we postulate that the anonymous design teams ensconced in the Wisconsin company headquarters have queried hard core athletes, Little League teams, punk surfer dudes, weekend golf hackers, etc and asked them all what that wanted in activewear clothes. And implemented the answers.
As in…hidden pockets in the women’s tennis skorts and men’s tennis shorts for balls waiting for an overhead smash and nifty tee holders and extra pockets on the crisp golf shorts that'll keep handicap scores on the down-low.
As in…rash guards, detachable goggle clips and tear away pocket straps on the solids and tie die cool summery colored swim trunks and board shorts for boys…for the perfect Hang Ten.
As in…a marvelous will fit any size girl swim collection in pretty pastels and splashy florals featuring a mermaid tail hoodie, swim capris, Swim Mini® skirts, quick drying swim shorts and scrunched back tankinis-in quick dry, spf+ fabrics.
As in…aerodynamically designed water and windproof fabrics cut into cropped tops with extra back pockets and comfy padded stretch shorts for mountain bikers hitting the trails.
As in… a brand new Cardio Collection for cross trainers with Iron man visions that features moisture wicking, anti-bacterial technology in stylish but functionally supportive designs.
Can we have one of everything?
We were particularly impressed with the seemingly endless swimwear options for ladies - like the adjustable (for less or more coverage) slenderizing deep cranberry maillot-the long-lasting Airfit dark blue and black one piece made of recycled materials- and a more fashion forward black and white print halter top bikini. New maternity styles, supportive bra options and every cut imaginable coordinate with idiot-proof matching flipflops, beach towels with built in speakers for MP3s, totes and cover-ups.
Guys will love the beach to boardwalk ease of quick drying swimwear with handy cargo pockets and mesh lining… and the volley ball Supplex® nylon shorts with inner drawstrings and side vents. Finally, a casually correct coordinating polo and/or short sleeve forgiving button down, and water rugged sandals are all that’s needed for day to night attire. After all, why lug around clothes…when free hands are needed to carry coolers packed with a few frosty ones.
The top to toe collections for the whole family as always include a too cute baby ensembles of clothes, sun hats, and diaper bags in soft blues and pale pinks…and an expanded apparel line of Palm Beach perfect garb for the whole family in saturated hues of sunny yellow, deep sea blues, chino beige, delicate florals, and patriotic nautical stripes.
And like that company from Maine, Land’s End is furnishing the outdoor lifestyle with a collection of Adirondack chairs, sofas and expandable tables- plus durable cotton canvas cushions.
It’s a smart move…and one we think will have customers flocking to Land’s End shops across the country.