How L.L. Bean bags became the summer fashion accessory for stylish New Yorkers.

If you spend an afternoon in Williamsburg or stroll through the West Village, you're almost certain to catch a glimpse of the wide variety of bags hanging from the shoulders of New Yorkers.


There are totes from Trader Joe's, shoulder bags from Lands' End and a myriad of wallets adorned with company logos, but one duffel bag stands out above the rest: the L.L. Bean Boat and Tote.

Eighty years after its creation - originally known as the Ice Carrier and designed to carry blocks of ice - this simple bag is the go-to accessory for Generation Z and celebrities alike.

But just as the Zoomers have made old new again, they've also found a way to put their personal stamp on these timeless bags, which cost between $40 and $55: a fun monogram.

‘It was very popular with preppy influencers back in the day,’ content creator Laura Hoden, 30, tells The Post about the Boat and Tote. ‘Then more recently, in the last couple of years, I've seen it grow in popularity with the trend of getting it embroidered with fun little phrases.’

According to the Associated Press, L.L. Bean has seen sales of its humble tote skyrocket, with a 64% increase from 2021 to 2023, as the bag has quickly become the primary avenue for reaching new customers.

Read more in NYPOST.