In 1911, Leon Leonwood Bean returned from a hunting trip with freezing feet — and the kernel of an idea that would become the enduring symbol of an American brand. Bean juxtaposed leather uppers with rubber bottoms, and the mighty Maine Hunting Shoe was born. By the time I came of age in the 1980s, The Preppy Handbook was required to socially succeed at my school, the Hathaway Brown School for girls. To our collective shame, HB did not make the book’s list of acceptable schools, but no one was properly dressed unless lugging a L.L. Bean Boat + Tote bag, preferably monogrammed.
While I outgrew my preppy days and stopped wearing docksiders decades back, L.L. Bean remains my first go-to for all things outdoors. However, there is one domain L.L. Bean has yet to really explore — stationery. That’s all changing with its New England-kissed collab with 2021 Co., which is starting to drop this week! Thus I was thrilled when Emily King, artist and owner of 2021 Co., took this nerd’s questions.
SS: How did 2021 Co. and LL Bean initially connect?
EK: We met the amazing team at LL Bean a few years back at New England Made, a trade show in Portland, Maine, and had an instant connection. We shared our love of New England, the L.L. Bean brand and stationery goods as a whole. The L.L. Bean home store was looking to add greeting cards to their seasonal offerings, and they began ordering our in-line products from there. Fast forward a few years, in a VERY exciting moment, the folks at L.L. Bean decided they wanted to create their own stationery product, and we were lucky enough to be asked to collaborate!
SS.What kind of categories are within the collection — and how many rounds of releases are we talking?
EK: The initial collection consists of eight greeting cards, four everyday and four holiday, and four signature collections of artwork that are used through a variety of paper goods: wrapping paper, note pads, pocket journals, flat notes cards, and of course, stickers! The first release is this summer; the second in September includes both holiday wrap and cards. Boxed cards are in development now, and the future of paper products for L.L. Bean is very bright!
SS: 2021 Co. is no stranger to collaboration — you famously work with Jennifer Love Hewitt on your Holiday Junkie range, and you have released collections with Anthropologie and Tommy Bahama. Have you systemized the process of generating product in tandem with an in-house design team, or do you find that every collab has its own specs? How is this one distinctive?
EK: I think what ties each collaboration together, despite how different they all are, is the passion of the people we are working with, and the unique creativity they bring. Each company and person has a story, and it’s a true honor to try and tell it through the artwork created and unique product development it brings. LLBean has been exceptional to work with, from first email about a collaboration, down to shipping products to their warehouses. They had a clear vision from the start, which made my job very easy, a true dream client!
Working with in-house design teams and merchandisers is a huge part of the collab process and critical for success of the product. Throughout our collabs we’ve worked with exceptional people, so it’s really been a great experience. There is a level of trust being put in our hands to make their vision come to life, to represent their brand that they are the experts in while drawing on our knowledge of design, paper and the stationery industry. I will say that after a few years doing collabs you do learn a bit of the cadence of how each brand creates products, orders, and the needs of each. There is learning in each one, but you carry that knowledge with you when the next one comes along.
L.L. Bean was distinctive in their very clear direction, their trust in the art we created, and their commitment to exceptional quality. I have been a New Englander my whole life and growing up, I had my L.L. Bean backpack, a staple, as well as their duffel bags for travel. The brand is synonymous with quality and New England heritage. Creating work for them is a highlight in my career and a true honor. I also got to purchase my first pair of Maine Hunting Boots — can’t paint them from a photo, need the real thing — and WOW are they amazing! I also bought my first large Boat + Tote bag, and it’s now the preferred bag for pretty much everything. Even my husband grabs it when running to the store.
SS: 2021 Co. has gone through some recent (very amicable) changes, with you becoming sole owner as Nicole Couto has moved onto other projects. How did that transition shape how this collection played out (if at all)?
EK: Yes, 2021 Co. has had a big year of change in 2026! Nicole was absolutely pivotal in connecting with L.L. Bean, and when the opportunity came across for this collaboration, we were both beyond excited! The design and development phase began last summer and we worked together to create some of the first pieces. After Nicole moved on, the collection continued to develop and grow, and thanks to our incredible partnership with Biely & Shoaf, I was able to lean on their expertise to help bring the collection to life. Surrounding yourself with smart, kind and capable people is key for any business owner, and I’ve been exceptionally lucky. This collaboration would not have happened without them.
SS: How long did it take to bring this range to life?
EK: This collection from initial sketch to products hitting the stores was about 14 months. It feels much faster though, time just flies!
SS: What is your favorite piece and why?
EK: OOF, that’s a tough one. I won’t say a favorite piece, but I do love Bean boot collection most of all. Painting their iconic boots was just was a honor. I love the colors of the patterns created with them and outdoorsy feel it brings. They are on brand and resonate with my New England heart!
SS: Is there anything else you would like to share with paper nerds?
EK: Keep on doing what makes you unique and special, and trust that it is enough. In regards to L.L. Bean, there are so many talented people they could have collaborated with: It’s easy to have imposter syndrome and doubt yourself. Trust the confidence and faith people put in you, it can raise you up to the next level.
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Thank you for those words of wisdom Emily, which honestly apply to so many situations! This is such an exciting collab, and I can’t wait to see it blossom. Shop the initial releases here.
