US apparel brand American Eagle Outfitters (AEO) has joined the Ellen MacArthur Foundation’s Jeans Redesign project and developed a collection in line with its membership to the initiative, which aims to help fashion brands and manufacturers transform the way they produce jeans by tackling waste, pollution, and the use of harmful practices.
The limited-edition AE x Jeans Redesign collection uses guidelines developed by the Foundation’s Make Fashion Circular team alongside over 80 denim experts, and adheres to the principles of a circular economy where clothes are made with limited impact, are recyclable, and are long-lasting to be kept in use.
This is an important step for AEO as it progresses the practice to make AE jeans more sustainable and circular.
Launched in 2019, the Jeans Redesign programme includes guidelines developed by the Foundation’s Make Fashion Circular team alongside over 80 denim experts, and adheres to the principles of a circular economy where clothes are made with limited impact, are recyclable and are long-lasting to be kept in use.
“By taking measures to ensure more responsible product sourcing, we are working hard to help create a healthier environment for future generations. As part of AEO’s broader sustainability goals, we’ve made a commitment to move toward more sustainable raw materials and manufacturing techniques, as well as reducing our water and energy usage,” says AEO CEO Jay Schottenstein. “Our adoption of the guidelines set by the Ellen MacArthur Foundation for the AE x Jeans Redesign collection represents AEO’s ongoing journey and pledge to accelerate improvements across our operations through innovation and collaboration.”
Using the Ellen MacArthur Foundation’s guidelines, the design process for the AE x Jeans Redesign collection meets the following requirements:
- Durability: Designed to last, withstanding home laundering and featuring wash and care instructions on each piece.
- Recyclability: Made of 100% organic cotton with easy-to-remove hardware, making the jeans easily recyclable.
- Material Health: Produced without the use of harmful chemicals and processes, making the styles better for the environment.
- Traceability: Every garment in the AE x The Jeans Redesign collection will be easily identifiable for ease of apparel recycling.
“As a leader in jeans, we have a responsibility to push for changes in our own sustainability practices and influence the apparel industry to work toward a more circular economy,” adds Jennifer Foyle, chief creative officer of AEO Inc, and global brand president of Aerie. “We want our customers to feel good about how their clothes were made—and the AE x Jeans Redesign collection highlights our expertise in jeans, while demonstrating our passion to create products that lessen the environmental impact.”
The collection, which includes two Mom jean fits and two slim jean styles for men, is available exclusively online, priced at US$59.95.
AEO said last month business was exceeding expectations with first-quarter revenue on track to top $1bn, a mid-teens increase on the same period a year ago and pre-Covid-19.