Folk-pop star Noah Kahan is often dressed head-to-toe in some version of khaki, flannel, or denim.
This makes his latest endeavor one of his most on-brand yet.
Kahan and L.L. Bean announced a new partnership together Tuesday, which pays homage to the Grammy-nominated songwriter’s Vermont roots.
The launch included a limited-edition collection of footwear (the infamous Bean Boots did indeed make the cut), apparel, and accessories (a quickly sold-out Boat & Tote was also part of the release).
They called it “The Northern Attitude Collection,” named after one of the singer’s hit songs.
According to a press release, all of the items were co-designed by Kahan and are inspired by the “rugged, natural beauty of the region and the fortitude that bonds New Englanders.”
That fortitude isn’t just referring to the durability of the outdoor brand’s fabrics, but also to Kahan's own mental health.
Along with the eight-piece collection, L.L. Bean donated $100,000 to Kahan’s mental health initiative: The Busyhead Project. To date, he has raised over $2 million for the fund, which invests in rural mental health programs, resources, and information to fight the stigma around mental illness.
“There is something unspoken that bonds New Englanders — a shared grit and resolve we all need to survive the long, cold winter months,” L.L. Bean’s chief marketing officer Nick Wilkoff said in a statement.
“Noah shares that with the world through his music, and we're proud to share that with our customers and his fans through this collection, which includes some of our most iconic Made-in-Maine goods that we've been crafting for generations.”
Kahan also talked up the company’s craftsmanship.
“I grew up wearing my brother’s Bean Boots, so the brand has always been a part of my life,” he said.
The through-line of all the products in the collection is a muted color palette that reflects Kahan’s “Stick Season” album and aesthetic. Illustrations of his beloved German Shepherd, Penny, are also seen on a number of the apparel and accessories.
“Wearing L.L.Bean makes me feel like I’m outside, even if I’m not, and this is important because going outside is self-care for me, especially when it comes to my mental health,” Kahan continued in a statement.
“Including Penny is also just so special, as she’s been my closest confidant during the creation and launch of ‘Stick Season,’ so this collection is really personal and nostalgic for me.”
In a video debuting the partnership, Kahan can be seen playing with Penny outdoors, casually enjoying nature from a makeshift tree stump chair, and showing off the items designed with the brand.
“L.L. Bean thinks I’m handsome, so we made a clothing line together,” he quipped in the Instagram caption. “Thank you so much… for donating 100k to Busyhead. It is going to make a huge difference.”
This is not Kahan’s first time working with beloved brands to support the cause of mental health support. Earlier this year, he also released a signature ice cream flavor with Ben & Jerry’s, called “Northern Latte-Tude,” which raised $15,000 for The Busyhead Project.
L.L. Bean has also made “significant investments in research and programming focused on the mental health benefits of time outside,” according to a press release. This includes the brand’s annual “off the grid” campaign for Mental Health Awareness Month, which encourages people to enjoy nature for the sake of their well-being.
“We’re honored to partner with Noah to share a piece of New England with the world,” Wilkoff said, “while creating greater awareness around the mental health benefits of time outdoors.”
“The Northern Attitude Collection” ranges in price from $29.95 to $249 and is available to shop now.
Header image courtesy of L.L. Bean
