Is L.L Bean Fast Fashion?
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L.L Bean is a clothing and outdoor recreation equipment retailer, established in 1912. It produces all sorts of clothing for men and women including outdoor equipment including hiking boots, tents, and firearms. Its headquarters are situated in Maine with 30 retail stores outside of it in the USA and Japan. In recent years, the company is attempting to expand to other regions as well.
The company is named after the founder, Leon Leonwood Bean who was a dedicated outdoorsman. He always prioritized nature first and business second. This love for the environment led him to start a business dedicated to clothing and equipment needed for such activities. He kept his experience at the forefront and came up with product designs that could be helpful to people who chase after wildlife.
While the company initially started at Leon’s house with him making waterproof boots to sell to hunters, the demand quickly grew and the owner found himself setting up a shop to meet those demands. Since then, it has only been an upward journey for the company as it continues to expand and introduce more products.
Interestingly, the brand has a science lab where it carries out experiments on materials and design to make the perfect products that can withstand outdoor life and satisfy L.L. Bean’s customers. This way the company not only produces unique designs but is also able to maintain the quality of the products.
The company’s President Steve Smith mentioned this in an interview,
“To this day, employees throughout the company continue to rigorously test our products in the field. It not only ensures we maintain top quality, but it lets us walk in our customers’ shoes, giving us a better perspective on their needs, wants, and experiences.”
One thing that the brand prioritizes over all else and something that the world especially recognizes is its outstanding customer service. It has an extremely friendly staff that accommodates the customers in every way, making sure that they have nothing to complain about.
Sustainability Rating: 2/10
Category: Clothing, Outdoor Equipment
For: Women, Men, Kids
Products: Shirts, Sweaters, Jeans, Boots, Tents
Style: Casual, Contemporary
Quality: Medium, High
Prices: -
Size: -
Fabrics: Polyester, Organic Cotton, Spandex, Viscose, Elastane, Linen, Leather, Nylon
100% Organic: No
100% Vegan: No
Ethical and Fair: No
Recycling: No
Manufacturing Countries: China, Myanmar, Bangladesh, India
Certifications: Not Transparent Enough
In addition to introducing new products, L.L Bean stays true to its roots and continues to manufacture the old favorites including the Waterproof Boots and Tote Bags. Special events are held at all of the brand’s stores and all boast unique features like outdoor ponds and aquariums. This puts in perspective how much customer service matters to the brand. The theme of the outdoors is present in all of its products and stores which lends a unique identity to the brand.
Judging L.L Bean as a fast fashion company leads us to the conclusion that it cannot be categorized as one because it does not follow the basic fast fashion model which is to make trendy clothes using cheap materials and selling them at low prices. L.L. Bean creates outdoor garments and equipment that are built to provide resistance and safety against the wilderness. Durability is a key factor in all the brand’s products. Thus, it cannot be labeled as a fast fashion brand.
Moving on to its sustainability efforts, L.L. Bean does seem to be taking some steps in the right direction even though they may not be nearly enough. The brand claims to have always cared about sustainability because the founder, L.L Bean, had always been a lover of nature. The brand makes sure to use durable materials so that they can last longer and also have a positive effect on the environment.
As of 2020, it uses 23% responsible cotton in its products, 18% recycled polyester, 14% recycled nylon, and 100% of its products are made by certified Responsible Down Standard. It also plans to reduce waste and lessen its greenhouse gas emissions. It had a goal of reducing its emissions by 20% but managed to surpass the goal by managing to lessen greenhouse gas emissions by 30%.
It is working hard to recycle as much of the materials as possible. At present, it recycled 84% of the waste in the Maine facilities. It has managed to recycle 40 million plastic bottles since 2008 and used them to make its Mountain Classic Fleece outerwear. It has also been looking for trustworthy partners who can help the company produce items of the highest possible standard. Some of those partners include Blue Sign, Sustainable Apparel Coalition, and Cotton Leads. All of its products are made keeping in mind the advantages for the customers as well as the environment.
For the company, sustainability begins at the drawing table. Making durable products ensures that its products can be enjoyed by customers for a longer time and as they would not need to be replaced as often, it is beneficial for the planet as well as this greatly reduces waste material.
However, the GoodOnYou directory rates the company as Not Good Enough because it seems to not be doing enough for the environment. It provides no proof about using eco-friendly materials in the products or about reducing greenhouse gas emissions or water usage. Its supply chain is also not certified and there is no evidence regarding labor rights or living wages. The brand does not have a Code of Conduct either, which is another factor due to which the 2020 Fashion Transparency Index gave it a rating of 0-10% which is one of the lowest brand ratings ever.
Its sustainable and ethical practices have come under fire numerous times and at this point, it seems like the company is only greenwashing and it must be working because its website is quite convincing. However, the lack of transparency cannot be ignored for so long as people demand to know the brands they buy from and where they get their resources from. Thus, L.L Bean might be a good fashion brand in terms of quality but it is not a good one for the environment.
Company Information (llbean.com)
Sustainability | Outside Action | L.L.Bean (llbean.com)
Product Sustainability (llbean.com)
L.L.Bean - Sustainability Rating - Good On You
How Ethical Is L.L. Bean? All You Need To Know | Impactful Ninja