American Eagle Outfitters launches new slow-fashion brand, Unsubscribed

The company, which already operates brands American Eagle, Aerie and Todd Snyder, is opening a clothing store called Unsubscribed.

American Eagle Outfitters (AEO) has announced the opening of their first Unsubscribed location in East Hampton, NY.

This represents a big departure for the brand as it enters the world of “slow” fashion, a new concept that contrasts sharply with traditional fashion’s fast-paced trends. The new brand aims to fulfill the growing demand for ecologically friendly and ethically manufactured clothes, with products positioned as “consciously created” to appeal to consumers who value sustainability and mindfulness in their purchasing decisions.

Unsubscribed is a deliberate break from American Eagle’s business philosophy, which is recognized for inexpensive, trend-driven clothes. The new brand intends to release no more than two collections per year, prioritizing quality and intelligent design over short manufacturing cycles. To complement its innovative approach, Unsubscribed products will not be available online, resulting in an exclusive in-store shopping experience that is uncommon in today’s retail world.

The East Hampton shop will feature not only Unsubscribed’s own clothing and accessory collection but also a carefully curated selection of things from similar labels such as Veja, Boyish, Melissa Joy Manning, and Indego Africa. Prices will range from $5 for modest items to $500 for premium garments, providing a wide range of options to meet the diverse needs of customers.

While American Eagle Outfitters has over 1,000 stores in the United States, Canada, Mexico, and Hong Kong, the firm has not announced plans for new Unsubscribed sites. The opening of this concept shop marks a potential watershed moment for AEO, reflecting a growing industry trend toward sustainability and a more mindful approach to fashion. AEO expects that by entering this new market, it will be able to connect with a modern audience that values authenticity, environmental consciousness, and great craftsmanship.