The Principles of Doing Business

In 1984, as the mail-order boom picked up steam and Lands’ End imitators started coming out of the woodwork, Gary Comer realized he needed to do something bold, to remind his customers – and the world – that Lands’ End was not just another company. So he wrote a stirring piece of copy that still resonates today for anyone with an entrepreneurial spirit. And for the first time laid out the unique Principles of Doing Business that still guide the company today. His long-time friend Sam Fink hand-lettered every word, giving the whole message an almost “declaration of independence” type power. Here it is, exactly as it ran in that 1984 catalog. May we always draw inspiration from it.

Have a story or photos you’d like to share?
Email it to us at
(Please keep any images under 12 Mb.)


Facebook Twitter Sywr Pinterest Instagram Youtube