US clothing company American Eagle Outfitters, Inc. (AEO) has announced the launch of AE77, a new sustainably crafted premium denim label for men and women.
AE77 is meant to offer timeless items and includes a repair and recycle concept. According to American Eagle Outfitters factories making AE77 denim meet AEO’s “highest water requirements, exceeding requirements for water recycling, water management, and wastewater.” More sustainable techniques and machinery are in use as well as an exclusive use of green chemistry in jeans production to reduce or eliminate hazardous substances commonly used in the washing of denim. The fabrics are made from sustainable raw materials to all extents possible, including organic, recycled, or sustainably sourced through the Better Cotton Initiative. AE77 will also pledge 1% of annual sales to non-profit organization 1% For the Planet.
The denim collection leads with nine fits; advanced fits are made with vintage details and fabrics including selvedge denim. The denim assortment ranges in price from $168-$188.
AE77 campaign image
AE77 will also offer dresses and tops with feminine touches of lace, pintuck and ruffles as well as tops made of recycled cashmere, made in LA knits, Japanese flannel shirts, and vintage fleece.
“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 Jay Schottenstein, AEO Inc.’s Executive Chairman of the Board and Chief Executive Officer.
The label will debut with its first store in New York City’s SoHo neighborhood, with an e-commerce site to follow on October 15 and a second store by year end, the US fashion company says in an official statement.