In 2014, Lands’ End officially split from its struggling parent company Sears. It has continued to partner with Sears/Kmart but attempts to further separate itself to become truly a stand alone brand. In an effort to revive – yet celebrate – it’s 55-year-old brand, Lands’ End embarked on a Heritage Tour. The mobile tour traveled across Wisconsin to promote the launch of its Heritage Collection. The tour vehicle was a 25-foot Airstream camper designed to resemble the brand’s iconic Seagoing Duffle Bag. What kicked off at Milwaukee’s North Point Lighthouse continued on to several state festivals, a Brewers game, a Green Bay Packers event and the Taste of Madison. The brand experience included shopping the new collection, a photo booth and a sweepstakes for a road trip in the Airstream.
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