Eddie Bauer Will Try to be Less Lame

Posted Mar 4th 2009 at 2:00PM by Josh Loposer (Subscribe to Josh Loposer's posts)

Filed under: Fashion, News, Stylish Living

When it comes to phenom labels that have been on the decline for a really, really long time -- Eddie Bauer stands in an elite class with notables like the Gap and Tommy Hilfiger. Once upon a time, those mega-bland, kahki-laced styles were all the rage ... but then came the late 90s. Since then, they've clung to a narrow band of loyalists who crave safari-casual and high waisted jeans. Now, EB is smack dab in the middle of a soul-searching reinvention, which includes launching a new back-to-their-roots line of outerwear named First Ascent, designed by real-live mountain climbers.

No, they're not going to completely revamp their image -- so don't panic if you're obsessed with their supremely comfortable relaxed fit jeans -- First Ascent will be sold as a kind of capsule collection in what EB calls "stores within stores." Not a very sexy or clever name, but practical (just like the clothes).

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We're not really sure what to expect, but if anything we're anticipating a lineup of stuff that looks eerily similar to The North Face, only with conspicuously embroidered EB tags. Apparenlty, Eddie Bauer teamed up with some pretty heavy hitting badasses to consult them with this lineup. Will there be pickaxes? We can only wait and see.

Maybe they're making the right move. Though they've turned out a lot quality pieces for those who see everyday as a safari through the urban jungle, they haven't exactly found their place in the pantheon of fashion. Looks like it's back to sporting goods.

Check Out Eddie Bauer Looks

Celeb Fashion Lines

These days, no self respecting celebrity can hold her (or his) head up in Hollywood without a clothing, shoe, handbag, or home furnishings line to call their own. But are these stars really qualified to add designer to their resume? StyleList puts them to the test. First up...
Celeb:Taylor Swift
Fashion Line: L.E.I. Sundresses by Taylor Swift
Qualifications:The young country singer is releasing a line of frocks this February that her die-hard fans will love and moms can afford. We're sure Swift's brand will expand into denim.

Charley Gallay, Getty Images

Celeb: Dita Von Teese
Fashion Line: Science of Sexy for Wonderbra
Qualifications: This burlesque bombshell spends most of her time in scanty skivvies, so we're absolutely confident she is capable of creating amazing lingerie! Of her '40s and '50s-inspired line Von Teese says "Underwear isn't just something that you put on for your lover -- you wear it for you."

Mike Marsland, WireImage

Celeb: Lauren Bush
Fashion Line:Lauren Pierce (hits stores in Spring 2009)
Qualifications: An alum of both Parsons New School for Design in NYC and Central Saint Martins College in London, first niece and former model Lauren Bush definitely has a solid design foundation. Add to that an internship at Zac Posen, a boyfriend with a designer dad (her main squeeze is Ralph Lauren's son) and the success of the popular FEED bags she designed to benefit the U.N.'s World Food Program, and it looks like Ms. Bush has the chops to make her ready-to-wear sustainable fabrics line a hit.

Astrid Stawiarz, Getty Images

Celeb: Eva Mendes
Fashion Line: Vida for Macy's
Qualifications: Calvin Klein's latest controversial ad campaigns features a naked Eva Mendes rolling around on a bed, so perhaps her new venture isn't really all that surprising. The actress and her boyfriend, film producer George Augusto, are launching a collection of sheets and comforters. While neither has any design background, we're betting the betting the lovebirds know how to make a cozy nest.

AFP/Getty Images

Celeb: Mischa Barton
Fashion Line: Mischa Barton for Stacey Lapidus
Qualifications:The former O.C. star gets more ink these days for her hair accessories than her acting jobs so maybe this is a brilliant career move: She's coming out with a line of headbands made from a wide array of materials including silk, feathers and crystals, ranging in price from $40-$200.

Astrid Stawiarz, Getty Images

Celeb: Janet Jackson
Fashion Line:Pleasure Principle
Qualifications:Named after her 1987 hit, the fancy pants (and matching bras) will all retail for under $40. "There's something for every woman, and that's very important to us," Jackson says. "I've always hated when lingerie is uncomfortable, so the fit and comfort was key." Nothing nasty about that, Miss Jackson.

Arnold Turner, AP

Celeb: Lenny Kravtiz
Fashion Line: Inspired by Lenny, Worn by You at Kohls
Qualifications:Hmmm, we're not sure that even Lenny's biggest fans would be inspired to wear this denim, fringe and wings ensemble, but fortunately for those who do want to emulate the the rocker's style, his jeans and t-shirts line for Kohls is a bit more traditional.

Kevin Mazur, WireImage

Celeb: Tara Reid
Fashion Line: Manta
Qualifications:Sometimes an actress, always a party girl, and now a designer. According to Reid her little triangles of Lycra are more than simple poolside attire, "It's about putting into the universe what you want in life: Red means love, pink is friendship, green is lucky, black is protection. You're gonna have a story when you wear this bikini or when you put this dress on: You'll either get love or meet a new friend or you might meet a guy." Big promises from little bikinis!

Casey Rodgers, WireImage.com

Celeb: Katie Holmes
Fashion Line: Holmes/Yang for Giorgio Armani
Qualifications: Mrs. Tom Cruise created her own storm at the LA premiere of "Tropic Thunder," debuting the first piece from her collection with stylist pal Jeanne Yang. But given the dress's sleek lines and navy blue fabric two Giorgio Armani trademarks it's a good bet that Katie got more than a little help from her silver-haired mentor.

Wireimage.com

Celeb: La Lohan
Fashion Line: 6126 Leggings
Qualifications:Lindsay Lohan's collection owes its name to Marilyn Monroe born on 6/1/26 but it doesn't look like she captured what made the '50s bombshell so sexy. Does the modern American woman really need leopard print "ankle gloves"? Or glimmer leggings? Seems like La Lohan is channeling no one but...Lindsay.

Bauer-Griffin

Tags: Eddie Bauer, EddieBauer, First Ascent, FirstAscent, khaki, mountain climbing, MountainClimbing, relaxed fit jeans, RelaxedFitJeans, sporting goods, SportingGoods, the Gap, TheGap, Tommy Hilfiger, TommyHilfiger

Reader Comments (Page 1 of 1)

Mono 3-05-2009 @ 9:19AM

After awesome photos at GQ Jennifer Aniston makes one really hot video. She is posing nude there! I've seen it at http://JennyNude.notlong.com

Something to say 3-05-2009 @ 9:40AM

Is That "B" yonce' ugh..... another ugly dress ! Why can't the fashion press get over her ?

ZipSalty 3-05-2009 @ 10:20AM

I loved Eddie Bauer until they started plastering their name over all of their casual wear. You can't buy a polo or jacket without Eddie Bauer plastered all over it. Now their clothes look like something you'd buy at American Eagle.

I've been shopping their less and less. Great clothing designs except for that name over everything.

Carol 3-05-2009 @ 10:38AM

I personally like the high waist jeans. The low cut jeans show your butt crack or underwear and you are constantly pulling them up. I hate them. The muffin tops on a lot of women and girls looks nasty too. I think the low cut jeans help us to have that muffin top hanging over the top of our jeans. They look cute on younger, skinnier girls. But, those of us that like the MOM jeans (as they have been called) should be able to buy what we like too. It's great to have choice. I am a woman and I do have a waist and that is where I want my jeans to sit. I like shopping at Eddie Bauer. They have some cute tops and T's. Keep the normal clothes so those of us that like what we like, can still purchase them.

American2509 3-05-2009 @ 11:40AM

When I was a college I worked for Eddie Bauer and OMG their clothes are SO lame!! They were made for people with NO figure! Men and women... Flat and plain clothes.. I think the only products they sell that is worth buying is their outter wear, thing like jackets, coats and boots; also fishing tools like knives and all those outdoorsmen tools. I think during the two years working there I purchased a pair of socks. Glad to hear they are changing their look

misterkpr 3-05-2009 @ 2:07PM

Yes, EB's downfall was worrying about you jerks who cared about the embroidery of the label. EB is just a company that makes great clothes that last, and they back them. They practice "the customer is always right". I am delighted to hear that EB will be getting back to the store I always used to shop in. Oh, and BTW, EB clothes were NEVER for you fashionista wannabees who think they have figures. In this day and age, EB is sorely needed: just good clothes.

Marie 3-05-2009 @ 2:53PM

I would love to shop at EB but i can't afford them. I have a lined jean jacket that I got for Christmas over 10 years ago and even though I have lost weight I still wear it. I am sure it has 10 more years in it. I also bought a similar jacket in beige at the same time and still wear it. They are perfect for wintertime in Atlanta. I prefer the original EB look but I wish them well in their new endeavor.

Ben 3-05-2009 @ 3:44PM

Eddie Bauer clothes are bland and have no style what so ever. I did like the pants that I got from EB they lasted for years I finally got new pants which I needed. ZipSalty American Eagle clothes don't have there name all over the clothes unless you don't like having a little eagle on the sweater, Polo shirts. I like American Eagle they have great designs on there clothes.

jlw 3-05-2009 @ 6:47PM

EB's qality has declined over the last couple years. The knits seem to loose their shape. Some cotton items shrink up, things that never happened before. They no longer stay tucked in...even with jeans that sit at the waist. I'm a fan of classic (not frumpy) clothes and they're harder and harder to find. LLBean backs their clothes until they're tattered and doesn't play the game of wanting a 7 year old receipt. So what classics they still have is my first choice.

jessee 3-05-2009 @ 6:47PM

Eddie Bauer clothes are so boring! It is the only store I can think of that is dedicated to the "dork set". I went only one time to a EB store, and every pair of jeans I tried on was a "mom" jean. Just because I have kids does not mean that I want to have jeans up to my chest and a "c.t", because no matter how large the mom jeans are, every women who wears them ends up with the dreaded "c toe". Some of us mothers can wear a low ride jean without having a muffin top so why does EB not create clothes for all?