L.L.Bean Celebrates Five Years of Going Off the Grid for Mental Health Month with the Launch of the 'Analog Tote'
L.L.Bean, the renowned outdoor lifestyle brand, is stepping back from the digital realm once again this May in recognition of Mental Health Month. This year marks five years since the company initiated its 'Off the Grid' campaign, encouraging individuals to disconnect from their digital devices and reconnect with the great outdoors. In addition to this important message, L.L.Bean introduces a pair of limited-edition Boat and Totes designed to promote outdoor exploration and overall wellness.
The limited-edition totes, labeled 'Off The Grid' and 'Analog,' serve a dual purpose—reminding people to step outside and providing a practical way to do so. Customers can personalize these bags with a range of essentials, such as binoculars for birdwatching, travel hammocks, sunglasses, and trail-themed puzzles. The tote bags are not just fashionable but are intended to facilitate unforgettable outdoor experiences.
Recent statistics indicate that there is a desire for disconnection among younger generations, with 81% of Gen Z adults and 78% of millennials wanting to unplug more often. The popularity of the Analog Tote is expected to resonate with these demographics, helping them engage with nature while keeping their essential items conveniently accessible.
Shawn Gorman, Executive Chairman of L.L.Bean, emphasized that spending time outdoors is critical for mental well-being. "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," he stated. The month of May is not just about elevating awareness but also about actively engaging in outdoor activities, leading to richer and more fulfilling lives.
Beginning May 1, L.L.Bean plans to temporarily erase their social media presence, leaving only vital resources and tools developed in collaboration with Mental Health America. This unique approach aims to empower individuals by providing guidance on how to effectively engage outdoors, addressing both their mental health and lifestyle, emphasizing that disconnection from technology can lead to better days.
L.L.Bean has made significant contributions to mental health initiatives, establishing an $800,000 multi-year charitable partnership with Mental Health America. This includes financial support for local affiliates across the country, funding innovative outdoor programs aimed at fostering community connections, inclusivity, and raising awareness about the increasingly vital relationship between well-being and nature.
As a result, various outdoor programming, such as adaptive outdoor activities or forest bathing sessions, has flourished, allowing more than 90,000 hours of outdoor experiences to be made available to communities nationwide. The diverse spectrum of outings emphasizes that even activities like casual walks or quiet moments spent in nature can significantly improve mental well-being and bring people together.
"Spending time in nature and disconnecting from digital noise can play a meaningful role in supporting our mental health and well-being," said Pierluigi Mancini, interim President and CEO of Mental Health America. Through a commitment to educate and inspire individuals about the benefits of nature, L.L.Bean aims to instill a culture of wellness that persists far beyond May.
This initiative to disconnect from social media and encourage outdoor exploration symbolizes a larger movement toward promoting mental health awareness and prioritizing wellness. As the company continues to innovate in their mission to inspire enjoyment of the great outdoors, their focus on mental well-being remains at the forefront.
Founded in 1912 by Leon Leonwood Bean, L.L.Bean has always maintained a commitment to quality and customer satisfaction. With a legacy rooted in outdoor activity, L.L.Bean generously contributes to organizations aimed at enhancing access to outdoor activities, having donated over $4.3 million in 2025 alone. With over 70 retail locations in the United States and additional stores across Japan and Canada, the brand has established itself as a leader in outdoor gear and continues to thrive under the guiding principles set by its founder, encouraging individuals to experience the restorative power of nature for generations to come.
The limited-edition totes, labeled 'Off The Grid' and 'Analog,' serve a dual purpose—reminding people to step outside and providing a practical way to do so. Customers can personalize these bags with a range of essentials, such as binoculars for birdwatching, travel hammocks, sunglasses, and trail-themed puzzles. The tote bags are not just fashionable but are intended to facilitate unforgettable outdoor experiences.
Recent statistics indicate that there is a desire for disconnection among younger generations, with 81% of Gen Z adults and 78% of millennials wanting to unplug more often. The popularity of the Analog Tote is expected to resonate with these demographics, helping them engage with nature while keeping their essential items conveniently accessible.
Shawn Gorman, Executive Chairman of L.L.Bean, emphasized that spending time outdoors is critical for mental well-being. "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," he stated. The month of May is not just about elevating awareness but also about actively engaging in outdoor activities, leading to richer and more fulfilling lives.
Beginning May 1, L.L.Bean plans to temporarily erase their social media presence, leaving only vital resources and tools developed in collaboration with Mental Health America. This unique approach aims to empower individuals by providing guidance on how to effectively engage outdoors, addressing both their mental health and lifestyle, emphasizing that disconnection from technology can lead to better days.
L.L.Bean has made significant contributions to mental health initiatives, establishing an $800,000 multi-year charitable partnership with Mental Health America. This includes financial support for local affiliates across the country, funding innovative outdoor programs aimed at fostering community connections, inclusivity, and raising awareness about the increasingly vital relationship between well-being and nature.
As a result, various outdoor programming, such as adaptive outdoor activities or forest bathing sessions, has flourished, allowing more than 90,000 hours of outdoor experiences to be made available to communities nationwide. The diverse spectrum of outings emphasizes that even activities like casual walks or quiet moments spent in nature can significantly improve mental well-being and bring people together.
"Spending time in nature and disconnecting from digital noise can play a meaningful role in supporting our mental health and well-being," said Pierluigi Mancini, interim President and CEO of Mental Health America. Through a commitment to educate and inspire individuals about the benefits of nature, L.L.Bean aims to instill a culture of wellness that persists far beyond May.
This initiative to disconnect from social media and encourage outdoor exploration symbolizes a larger movement toward promoting mental health awareness and prioritizing wellness. As the company continues to innovate in their mission to inspire enjoyment of the great outdoors, their focus on mental well-being remains at the forefront.
Founded in 1912 by Leon Leonwood Bean, L.L.Bean has always maintained a commitment to quality and customer satisfaction. With a legacy rooted in outdoor activity, L.L.Bean generously contributes to organizations aimed at enhancing access to outdoor activities, having donated over $4.3 million in 2025 alone. With over 70 retail locations in the United States and additional stores across Japan and Canada, the brand has established itself as a leader in outdoor gear and continues to thrive under the guiding principles set by its founder, encouraging individuals to experience the restorative power of nature for generations to come.
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