A dictionary definition of Beanpole is a supporting pole for a bean plant to climb up as it grows. It represents the Ivy League heritage with ivy-covered walls. The symbol of the brand is a man on a bike who is associated with the long-legged man in Jean Webster’s novel. It implies the brand hopes to see warm-hearted individuals growing forever. Starting from F/W 2006, Beanpole adopted “British Urbanite” as a new concept, to sharpen the brand image. A campaign was carried out to shift the focus from 'Born in Boston' to 'Born in Britain'.