80 years ago, leisure lifestyle brand L.L. Bean designed a canvas bag that could be used to carry heavy ice cubes; now, it has become a must-have fashion accessory in summer. The Associated Press reported that the simple but durable canvas bag called Boat and Tote, printed with ironic or exaggerated text, has become popular again thanks to the trend of social media.

New Yorker Gracie Wiener ordered simple bags from L.L. Bean emblazoned with Psycho and Prada instead of just her last name or initials and posted them on Instagram Relevant news triggered this trend. Subsequently, many netizens also began to show off their unique canvas bags on TikTok.

Soon it became apparent that a canvas bag with the words "Schlepper", "HOT MESS", "slayyyy" or "cool mom" printed on it wasn't enough. Customers began testing the boundaries of L.L. Bean's monogram department, which rejected profanity with more provocative words like "Bite me," "Dum Blonde" and "Ambitchous." or offensive words or phrases.

Consumer trends expert Beth Goldstein pointed out that the resurgence of this canvas bag comes at a time when price-sensitive consumers are abandoning expensive handbags and embracing practical products, and the L.L. Bean canvas bag meets this requirement. "It's fashionable precisely because it's not fashionable." L.L. Bean's ordinary canvas bags sell for about 55 yuan at most, while higher-end ones sell for 100 yuan.

Goldstein said that the current trend is to be practical, simple, affordable, and add customization elements. She said that items that symbolize status do not necessarily have to be at the price point of a designer brand.

In 1944, L.L. Bean's canvas bag first appeared in a product catalog as an ice cube bag. It was during World War II and refrigerated boxes were common; subsequently, this bag disappeared until 1965, when it was renamed Boat and Tote. name reappears.

Today, they are still made in Maine and can hold 500 pounds of ice, but are more commonly used to hold laptops, headphones, groceries, books, beach gear, travel essentials and a variety of other items.

L.L. Bean employees are both surprised and delighted about this trend. Spokesperson Amanda Hannah said that in the past two years, Boat and Tote canvas bags have been the best tool to attract new customers. The brand will continue to expand in 2021. Sales to 2023 increased by 64%.

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