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Add Land’s End to the list of retailers intent on updating its image. The company, known for classic American sportswear, on Wednesday launched Land’s End Canvas, a collection designed with a “modern sensibility,” or, in other words, a younger audience, in mind. Named after the label’s signature canvas tote, the line combines pieces that reflect the company’s sailing heritage ­­— fitted oxfords and slouchy, cuffed cargos for women and washed plaid shirts, khaki and denim for men — with a slimmer cut. It became available on LandsEndCanvas.com on Wednesday. According to Land’s End president Nick Coe, the collection is a response to demand. “The customer wants to look great, but at a fair value, and there’s been a shift from high fashion back to classic basics.”

This story first appeared in the November 13, 2009 issue of WWD. Subscribe Today.

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