lands' end

Founded in 1963 by former advertising copywriter and avid sailor Gary Comer, Lands' End began as a mail-order business for yachting equipment out of Chicago. A misplaced apostrophe in the first catalog permanently rendered the name “Lands’ End,” a quirky detail that reflects its unpretentious origins. The company soon pivoted from sailing hardware to apparel, relocating to Dodgeville, Wisconsin, and building a reputation on durable, classic American clothing for the entire family. Its product assortment is centered on practical, comfortable staples, with a particular strength in swimwear and outerwear.