American Eagle Outfitters launches new slow fashion business 'Unsubscribed'

By

Gabriella Lacombe

Published
Jun 24, 2020

American Eagle Outfitters is shifting from its typical fast fashion model with the launch of 'Unsubscribed', a new women's apparel and accessories business focused on what the company has called "consciously-made, slow fashion." 

Based in East Hampton, New York, Unsubscribed launched its Instagram account on June 20, showing images of a flowing ecru dress and blousy white button-down, alongside black-and-white photos of the ocean. According to multiple reports, Unsubscribed will carry items from its own private label, as well as apparel and accessories from brands like Veja, Melissa Joy Manning, Boyish and Indigo Africa. 

The company will feature just two collections annually, with prices ranging from $5 for accessories to $550 for dresses, according to industry reports. 

American Eagle Outfitters, which operates the lingerie and athleisure brand Aerie and American Eagle, reported a strong sales rebound in the current quarter at the beginning of this month, thanks significantly to a rise in online demand for Aerie apparel. According to the company, demand for Aerie product went up more than 100% in the second-quarter so far, compared to the same period year-prior, while demand for the American Eagle brand increased by about 50%. 

After seeing shares drop 14% in April after withdrawing its full-year forecast due to coronavirus uncertainty, the latest online boost caused American Eagle's shares to rise by 18% on the news.

The company also said its in-store sales had achieved 95% of last year’s productivity since it began the process of reopening its over 500 stores in May.