L.L.Bean is marking Mental Health Month with the release of two limited-edition Boat and Tote bags aimed at encouraging outdoor activity and reducing screen time, part of its broader “Off the Grid” campaign.
The totes, priced at $49.95, are available with “Off the Grid” and “Analog” monograms and are designed to carry outdoor gear and everyday items such as binoculars, puzzles, hammocks and apparel, making it easy to pick up and head outside.
They will be sold in select stores and online.
L.L.Bean is introducing two limited-edition Boat and Totes intended to encourage outdoor exploration, connection and wellness. PHOTO / COURTESY L.L. BEAN
The push for less screen time reflects broader consumer sentiment, as more people feel the effects of screen fatigue. A 2025 survey by the Harris Poll found that 81% of Gen Z adults and 78% of millennials want to disconnect from digital devices more easily.
L.L. Bean will also pause its social media activity in May, replacing posts with mental health resources and outdoor activity guides developed in partnerships with Mental Health America, a mental health nonprofit.
“It’s proven that time spent outside is essential to living well, especially in a world where so much of our lives are spent online,” said Shawn Gorman, L.L.Bean’s executive chairman and great-grandson of founder Leon Leonwood Bean. “Mental Health Month provides an opportunity to reinforce that truth and intentionally connect with the outdoors — celebrating the good that stems from being outside this month and every month.”
Since launching its “Off the Grid” initiative in 2022, L.L. Bean said it has invested $800,000 in its partnership with Mental Health America, including $390,000 in grants to support local affiliates nationwide in outdoor programming.
About L.L. Bean
L.L. Bean completed a $110 million makeover of its headquarters building in 2023 and is in the midst of a $50 million revamp of its flagship store and Freeport campus.
The company, founded in 1912 by Leon Leonwood Bean, operates 65 stores in 19 states, along with 25 stores in Japan and more than a dozen stores in Canada in partnership with the Jaytex Group. It added a store in Biddeford last year.
L.L.Bean is ranked as Maine’s largest family-owned business and seventh-largest private employer in the 2026 Mainebiz Book of Lists.