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AEO joins Ellen MacArthur Foundation to make new sustainable jeans

14 May '21
3 min read
Pic: American Eagle Outfitters
Pic: American Eagle Outfitters

Specialty retailer, American Eagle Outfitters (AEO), has reaffirmed its commitment to sustainability through the use of more sustainable raw materials and manufacturing techniques, water reduction, and the development of a limited American Eagle (AE) jeans collection using guidelines, as a part of the Ellen MacArthur Foundation’s Jeans Redesign project.

The 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, reinforcing the promise to offer customers great styles that feel good to wear and are made with the planet in mind, AEO said in a press release.

Using the Ellen MacArthur Foundation’s guidelines, the innovative design process meets the needed requirements. The collection is durable and designed to last, withstanding home laundering and featuring wash and care instructions on each piece. It is made of 100 per cent organic cotton with easy-to-remove hardware, making the jeans easily recyclable. The jeans is produced without the use of harmful chemicals and processes, making the styles better for the environment. Every garment in the AE x The Jeans Redesign collection is easily identifiable for ease of apparel recycling. The collection features on-trend styles from AE’s fashion denim including two Mom jean fits, which offer a looser silhouette, and two slim jean styles for men, according to AEO.

“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. 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,” Jay Schottenstein, executive chairman and chief executive officer of the company said in a statement.

“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. 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,” Jennifer Foyle, chief creative officer of AEO and global brand president of Aerie said.

Fibre2Fashion News Desk (GK)

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