When L.L.Bean celebrated the 80th anniversary of its iconic “Boat and Tote” canvas bag last year, news stories noted its growing popularity among celebrities and social media influencers decades after the Maine company first sold it in 1944.

Now, the Freeport-based retailer is suing 4Imprint Inc., charging the promotional products company in Oshkosh, Wisconsin, with trademark infringement, deceptive trade practices and unfair competition for selling a “confusingly similar” canvas bag called the “Boat Tote.”

L.L.Bean sells several styles and sizes of Boat and Tote bags, recognizable for their two-tone heavy canvas construction. There’s a leather-handled version that sells for $99 and a key-chain miniature bag priced at $9.95, according to the company’s website.

4Imprint sells several similar bags, including a “Large Heavyweight Cotton Canvas Tote.” It can be custom imprinted with a company or group logo and purchased in lots ranging from 15 bags for $18.35 each to 1,000 bags for $10.99 each, according to the company’s website.

L.L.Bean’s lawsuit, filed Monday in U.S. District Court in Portland, claims 4Imprint “sells the same goods, to the same consumers, using the same advertising and sales channels … using ‘Boat Tote’ in an apparent effort to deliberately free ride on L.L.Bean’s well-known (trademark).”

The lawsuit describes L.L.Bean as “a famous apparel, equipment, and home goods company that owns the federally registered and incontestable trademark Boat and Tote for use in connection with its iconic canvas carry-all bags.”

“The company has exclusively used the mark for more than 60 years, invested significant effort and expense to promote the mark, and it has sold millions of products bearing the mark, including millions of custom-embroidered bags bearing the mark,” the suit continues. “It is one of L.L.Bean’s most recognizable brands and most valuable assets.”

The lawsuit seeks a jury trial to stop 4Imprint from further infringement on L.L.Bean products, require 4Imprint to destroy all products similar to Boat and Tote bags and award L.L.Bean damages and all profits from making similar canvas bags.

4Imprint, founded in 1985 and now part of a multinational conglomerate, did not respond immediately to requests for an interview or written comment on the lawsuit. L.L.Bean declined a similar request.

Founded in 1912, L.L.Bean first sold its tote as a sturdy carrier for heavy ice blocks that were used in iceboxes, which preceded refrigerators. It disappeared from the company’s catalog for a while before being reintroduced in 1965 as the Boat and Tote.

The lawsuit says the success and commercial strength of the Boat and Tote brand has led to high-profile collaborations and partnerships with other companies, including Tibi, Farmgirl Flowers, Abbode, Noah Kahan and the Boston Red Sox.

“In addition to official collaborations, (the L.L.Bean) bags are popular among style icons who are frequently seen carrying a Boat and Tote bag, which contributes to the brand value,” the lawsuit says.

The digital court document includes photos of celebrities seen carrying Boat and Tote bags, including the late Carolyn Bessette-Kennedy, who died in a plane crash in 1999 with her older sister Lauren and her husband, John F. Kennedy Jr. Other more recent celebrities who are shown using the bag include the now-divorced actress Gwyneth Paltrow and Coldplay frontman Chris Martin, as well as actresses Chloë Sevigny and Reese Witherspoon, and model Hailey Bieber.

The lawsuit quotes various news articles and fashion reviews that describe the Boat and Tote as a timeless, trend-setting, enduring and ubiquitous fashion statement still capable of carrying ice blocks but now more often used for laptops or beach gear.

A Vogue magazine article notes that the tote is a popular #hashtag reference on TikTok, where “young social media influencers have helped fuel a Boat and Tote resurgence,” especially because it can be customized with embroidered personal logos or sayings.

“While others have attempted to emulate the success of the Boat and Tote bags, consumers and style-makers continue to prefer (it) over other brands and view the Boat and Tote bags as the authentic and original canvas tote,” the lawsuit states.