American Eagle says its new brand is focused on 'slow retail' and high-quality materials

• American Eagle Outfitters launched a new brand called Unsubscribed, with a single store location in East Hampton, New York.
• "Unsubscribed is a slow retail concept. Less deliveries, elevated quality, beautiful design — it's about taking things easy," Jennifer Foyle, global brand president for Aerie, said in a statement.
• The store sells a private label and a curated selection of third-party designers.

American Eagle Outfitters launched a new kind of store that's a significant departure from its usual playbook.

Called Unsubscribed, the brand is operating a single store in East Hampton, New York.

The selection is focused on comfort, with products in its private label including silk dresses, distressed oxford button downs, cashmere sweaters, lightweight jersey tops, and 100% recycled nylon swimwear. The store is also stocking items from third-party designers including LemLem, Boyish Jeans, A. Shirt. Story, and Indego Africa.

"Unsubscribed is a slow retail concept. Less deliveries, elevated quality, beautiful design—it's about taking things easy. It's better for us and our environment. The Hamptons in summer serve as a source of relaxation and are the ideal backdrop to debut our consciously-made private label product and partner brands in a minimalist setting," said Jennifer Foyle, Aerie Global Brand President.

American Eagle Outfitters also owns its namesake American Eagle brand in addition to Aerie and Todd Snyder.

The focus on "slow retail" and minimalism is a marked difference from American Eagle's and Aerie's usual offerings, which are closely tied to current trends.

The prices at Unsubscribed are also a significant change from the usual for American Eagle Outfitters' brands, which typically offer their products at accessible prices.

At Unsubscribed, prices range from $40 to $300 for tops, from $90 to $550 for dresses, and from $70 to $250 for swimwear. Accessories start at $5.

The store itself was designed to match its relaxed Hamptons environment, with vintage wood product displays and natural tones throughout.

"We believe less really is more and we wanted to create a calming space that reflects the laid-back, free-spirited nature of the brand through our innovative store experience," said Foyle. "It's what we all need right now."