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Sep 23, 2021
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American Eagle Outfitters unveils new climate-conscious premium denim brand AE77

Published
Sep 23, 2021

New York-based fashion group American Eagle Outfitters, Inc. (AEO) announced the launch of its new premium denim brand, AE77, on Wednesday, revealing a label that combines sustainability and quality with an artistic twist.


AE77 combines a premium positioning with sustainable practices - Photo: AEO / Trey Laird

 
The men’s and women’s denim brand will make its debut with a first store designed by Stefan Beckman Studio, set to open in New York City’s SoHo neighborhood. This will be followed by the launch of the brand’s e-commerce site on October 15 and another store before the end of the year.
 
“We created AE77 to make the best premium denim in the market. The optimistic tension between denim design and sustainable craftsmanship is woven throughout the brand,” explains Chad Kessler, president of AEO premium brands, in a release. “We are committed to putting our planet and quality first while curating a unique collection with a New York sensibility.”

The first collection from AE77 will include nine denim fits for men and women, with pieces featuring vintage details and innovative fabrics, including selvedge. This denim offering is complemented by feminine dresses and tops with lace and ruffles, as well as LA knits, Japanese flannel shirts and fleeces.
 
The collection’s denim assortment is priced from $168 to $188, with men’s bottoms available in sizes 28-36 and women’s in sizes 23-33.
 
According to AEO, all jean styles in the collection were designed and made with a focus on lowering their environmental impact. Factories making AE77 denim therefore meet AEO’s highest water requirements, with denim washing being carried out exclusively via green chemistry.
 
The fabrics used in the collection are, as far as possible, made using sustainable raw materials, including both organic and recycled materials. All of the cotton that features in the brand’s debut offering has been sustainably sourced, largely through the Better Cotton Initiative.
 
On top of this, AE77 will pledge 1% of its annual sales to non-profit 1% For the Planet.
 
“AE77 is an exciting new opportunity for AEO Inc., which leverages our leadership in jeans, capitalizes on our strong innovation in style, fit, and fabrications, and incorporates our best sustainability practices,” said AEO chairman and CEO Jay Schottenstein.
 
The brand will be introducing itself to the world with its Fall 2021 campaign, which, developed with creative director Trey Laird, aims to “capture a tension between New York and the new frontier.”

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