American Eagle has introduced a new 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 has announced the opening of a new shopping space in East Hampton, New York. The store will be the first under the brand Unsubscribed and its main concept will be its focus on "slow" fashion, a modern trend that emerged in contrast to "fast" fashion. Also, the new brand's products are positioned as "consciously created," which meets the needs of modern customers who are increasingly paying attention to environmental friendliness and awareness of fashion. 

Unlike American Eagle, which focuses on low-cost items and constantly changing trends, the new brand does not plan to present collections more than twice a year. Unsubscribed will not be sold online, which is also unusual for modern fashion brands. 

The store will present clothing and accessories from its brand as well as those of other manufacturers. Among the third-party brands that customers can find on Unsubscribed's shelves are Veja, Boyish, Melissa Joy Manning, and Indego Africa. According to Women's Wear Daily, prices in the new store will start at $5 for accessories and reach $500 for more expensive items of clothing. 

American Eagle Outfitters operates more than 1,000 American Eagle stores in the U.S., Canada, Mexico, and Hong Kong, but plans to develop the new brand and whether other Unsubscribed stores will open shortly are not yet announced. 

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