This fall, L.L.Bean, the iconic Maine-based outdoor brand that has outfitted generations since 1912, is back with two-time GRAMMY® nominated singer-songwriter Noah Kahan for the second chapter of their celebrated collaboration. The result? The Northern Attitude collection, a 12-piece lineup that blends timeless outdoor gear with the quiet, soulful spirit of New England—and for the first time, your pets are part of the adventure!
For Humans and Their Four-Legged Companions
Noah’s offstage life is full of simple, grounding joys—like strolling through the Vermont countryside with his beloved dogs, Penny and June Bug. Now, Penny and June Bug have officially landed a brand deal, inspiring the pet-focused pieces in Northern Attitude so your furry friends can enjoy the outdoors in style too. The new drop, available today, features reversible dog jackets, collars, leashes, and a travel puffer blanket, all designed for comfort, durability, and a touch of New England charm.
A Collaboration With Heart
As with the first collection, this partnership goes beyond gear. L.L.Bean will donate $100,000 to The Busyhead Project, Kahan’s mental health initiative dedicated to expanding access to care and breaking the stigma surrounding mental health. “Our partnership with Noah feels very natural,” says Alex Intraversato, Chief Merchandising Officer at L.L.Bean. “It’s about more than clothes. It’s about a shared love of the outdoors, the authenticity of New England living, and the meaning we find in heritage pieces that stand the test of time.”
From Vermont Trails to Fenway Park
The Northern Attitude collection launches after a career-defining year for Kahan. Following the double platinum-certified success of Stick Season, he completed a sold-out world tour, including two unforgettable nights at Boston’s Fenway Park. The shows, livestreamed to benefit The Busyhead Project, raised over $2.5 million for mental health resources—proving his message resonates far beyond the stage.
Step Outside Together
Northern Attitude tells a story of New England that’s both familiar and fresh. From quiet backroads and forest trails to global stages, this collection celebrates a life rooted in comfort, community, and the outdoors—for humans and their four-legged companions alike. With pet gear that’s as functional as it is stylish, it’s never been easier to explore together, make memories, and enjoy the moments that matter most.
Explore the full Northern Attitude collection at llbean.com/northernattitude