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AE77 Experiments with Popups Inside American Eagle Stores

AE77 is popping up in familiar places.

Last week, American Eagle Outfitters’ (AEO) premium denim brand opened shop-in-shops at four American Eagle locations. For a limited time, AE77 is available at American Eagle’s stores at Roosevelt Field in Garden City, N.Y., Garden State Plaza in Paramus, N.J., South Shore Plaza in Briantree, Mass., and Glendale Galleria in Glendale, Calif.

The popups offer AE77 wardrobe staples like cotton flannels and selvedge jeans in a branded environment that shares the new label’s ethos through signage and videos.

The four temporary stores are in addition to AE77’s standalone locations in SoHo in New York City and King of Prussia Mall in King of Prussia, Penn.

AEO launched AE77 last September as a dual-gender brand with a “planet-first mindset.” The brand’s jeans are made with a focus on lowering their environmental impact through more sustainable techniques and machinery, while all cotton is sourced through the Better Cotton Initiative.

With price points in the $168-$188 range, AE77 is positioned as a premium product compared to its teen-oriented sister brand. However, there could be some cross-pollination of consumers as Gen Z advocates for eco-friendly fashion and AE77 offers new spring styles that key into the cohort’s preference for looser fits.

AE77’s spring collection includes new women’s fits like wide leg, wide crop and stovepipe. It also offers unisex items like a natural white work coat and olive cargo pants.