We were all sailors at that time, and our business was selling (and sometimes making) racing sailboat equipment, and duffle bags, and rainsuits and some sweaters and other clothing.

Incidentally... ..a lot of people ask why the apostrophe in Lands' End is in the wrong place. There have been some silly explanations along the way, but the truth is, it was a mistake.

It was a typo in our first printed piece, and we couldn't afford to reprint and correct it.

In the years since, the misplaced apostrophe has continued to grace our name and our label. And while it has prompted some raised eyebrows among English teachers, it also sets us apart as a company whose continuing concern for what's best for the customer is unmistakably human.

But we're getting ahead of our story...

...when we learned enough about the business to spread our wings and grow a little, we moved the company to the little town of Dodgeville in rural Wisconsin.

The main reason we are here is that I fell in love with the gently rolling hills and woods and cornfields and being able to see the changing seasons...

And then we found...

...that along with all that nature had to offer us, we came to know what a remarkable group of people we were joining with in the community.

As you see, it's a farm community, and our fellow workers were the sons and daughters of farmers and their families included a fine bunch of kids.

We quickly found that they are the kind of people who...

...get up mighty early in the morning, because they may have a cow or two to milk before coming to work.

Then, too, in our busiest season (from Fall through Christmas) the days are very short, and more often than not you're driving to work with your headlights on.

When we first came here, we started small. But the business and the community have been good to us. And today...

...our headquarters building is a good deal larger — both outside and in.

But, really, our whole story — the part that is important to you, our new customer - is wrapped up in people who take pride and honest joy in what they do, whether it's hemming trousers to your specifications, or cutting canvas for our Square Rigger luggage, or making sure merchandise measures up in quality.

Yes, people and one more thing...

the principles we insist on following in doing business the Lands' End way — principles all our people subscribe to, because they're very much like the principles that have always governed their lives.

We've reprinted The Principles here, so you'll know not only what you can expect from us — but perhaps more important, what we insist on expecting of ourselves...

A few final words and an invitation from our Chairman.

For me, Lands' End is a dream that came true. I always wanted to create a company of my own, and here it is.

Because I was able to do it, I know that it can still be done in America today, and I encourage all of you who have the burning desire to start your own business, to try it. Start with an idea, and a niche, and I wish you the "little bit of luck" you'll need.

Meanwhile, Lands' End is at your service. Call our 800 number (1-800-963-4816) any hour of the day or night. One of us is sure to answer.

Thank you.

Gary Comer
Chairman