Inventing an Edgier Eddie Bauer

CEO Fabian Mansson says he'll modernize the mostly conservative brand by making outdoor lifestyle wear that's both trendy and colorful

Two years ago, when scandalously low-cut jeans in funky washes were all the rage, Abby Overton found a "plain and simple" respite at Eddie Bauer. The 34-year-old Brooklyn resident has been a fan ever since and says she just spent a bundle on the Redmond (Wash.) retailer's fall tops in rich burgundy and lavender tones.

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