American Eagle launched a new store that's nearly the opposite of everything it's known for
- American Eagle Outfitteres opened a new kind of store called Unsubscribed, WWD reported.
- The store is in East Hampton, New York, and is focused on "consciously-made, slow fashion."
- The company did not return Business Insider's request for further comment on the brand launch.
American Eagle Outfitters has opened a new kind of store, WWD reported on Saturday.
Called Unsubscribed, the new store in East Hampton, New York, will stock apparel and accessories from third-party brands as well as its own private label. According to WWD, prices start at $5 for accessories and go up to more than $500 for dresses. Veja, Boyish, Melissa Joy Manning, and Indego Africa are reportedly among the brands that will be featured.
Representatives for American Eagle did not immediately return Business Insider's request for comment on the new brand.
An Instagram account for Unsubscribed describes the brand as "consciously-made, slow fashion," adding, "we believe in being kind—to ourselves, to each other, and the world. nothing more. nothing less."
American Eagle Outfitters also owns its namesake American Eagle brand in addition to Aerie and Todd Snyder.
Unsubscribed is a departure from American Eagle's usual playbook.
Unlike the American Eagle brand, which operates more than 1,000 stores in the US, Canada, Mexico, and Hong Kong, there are reportedly no plans for additional Unsubscribed stores at the moment.
The focus on "slow fashion" is also a marked difference from American Eagle's and Aerie's usual offerings, which are closely tied to current trends and emphasize accessible prices. Unsubscribed will offer only two collections per year, while man
WWD reported that Unsubscribed will have a website, but that it will be used to host on-brand content and not to sell products. American Eagle and Aerie both have robust e-commerce businesses.