(Courtesy Harpoon Brewery)

Few things say New England quite like a crisp autumn afternoon, a favorite flannel shirt, and the right craft beer. This fall, two brands that have become synonymous with the region are bringing those traditions together as Harpoon Brewery and L.L.Bean celebrate the return of Flannel Friday, Harpoon’s annual seasonal beer inspired by autumn outings in the Northeast.

For Harpoon, its return marks more than the arrival of just another seasonal. The brewery is celebrating its 40th anniversary in 2026 after first opening its doors in Boston in 1986 as the city’s first modern craft brewery. At a time when craft beer was still finding its footing in New England, Harpoon helped lay the foundation for the region’s thriving beer scene. Its flagship IPA became one of the defining beers of the Northeast, and over the years the brewery expanded to locations in Boston, Windsor, Vermont, and Manchester, New Hampshire while building a reputation for bringing people together through festivals, community events, and approachable beers.

L.L.Bean’s story stretches back even further. Founded in Freeport, Maine, in 1912 by Leon Leonwood Bean, the company started with a simple idea to keep hunters’ feet dry through the now legendary Maine Hunting Shoe. More than a century later, the family-owned company remains one of America’s best-known outdoor brands, outfitting generations of hikers, campers, anglers, and everyday adventurers while staying firmly rooted in its New England heritage.

And this year’s fall collaboration does feel like a natural pairing.

Flannel Friday is now celebrating its tenth year after beginning as a dress casual tradition among Harpoon employees who wore flannel every Friday during the fall. And what started inside the brewery gradually evolved into one of Harpoon’s most anticipated seasonal releases across the Northeast.

This year’s edition arrives in refreshed packaging inspired by L.L.Bean’s iconic Bean of Freeport flannel, which celebrates its 90th anniversary in 2026. Combined with Harpoon’s own milestone anniversary, the collaboration represents 130 years of New England craftsmanship between the two iconic brands.

The beer itself remains unchanged. Flannel Friday is a 5.7%  ABV hoppy amber ale that lands somewhere between a brown ale and a red IPA. Citra, Simcoe, and Cascade hops provide the bright aromatics, while Maine-grown malt adds layers of caramel and toffee tones to a beer, that’s equally at home around a campfire, or after a long hike through colorful fall foliage.

The partnership extends beyond the beer.

Harpoon and L.L.Bean have also created a limited edition Scotch plaid flannel shirt featuring the same Bean of Freeport pattern used on this year’s cans and packaging. The shirts will be sold in limited quantities at Harpoon’s breweries in Boston, Windsor, and Manchester.

Fans can also enter a sweepstakes running through October 15 for a chance to win what amounts to the ultimate Maine getaway. The prize includes a trip for two to participate in an L.L.Bean Outdoor Discovery Program featuring a two-day, one-night island kayak camping adventure, along with a $2,000 shopping spree at L.L.Bean’s newly reimagined flagship store in Freeport.

The celebration officially kicks off on September 5, when Harpoon hosts a Flannel Friday launch party at its Windsor, Vermont brewery. And beer lovers can be among the first to sample this year’s release, pick up exclusive Flannel Friday gear, and celebrate the unofficial start of New England’s favorite season.

So good news all around, autumn’s coming, and so is new beer and flannel gear from two New England icons.