Reclaimed materials, sustainable packaging and local design are some of the elements in AE77’s second store that underscore the new brand’s focus on sustainability.
Located 20 miles northwest of Philadelphia at the King of Prussia mall, the 2,600-square-foot unit opened Wednesday offering the AEO, Inc.-owned brand’s full range of men’s and women’s denim, apparel and accessories.
The company introduced AE77 in September as a premium-tier brand with a denim range “meant to be lived in, repaired and recycled” at its core. At the time of the launch, Jay Schottenstein, AEO Inc. CEO and executive chairman of the board, described AE77 as a concept that leverages the company’s leadership in jeans and capitalizes on its innovation in style, fit and sustainability practices.
The collection leads with nine jean fits and heroes, including a classic fit tailored for both men and women. AE77 boasts exclusive use of green chemistry in jeans production to reduce or eliminate hazardous substances commonly used in the washing of denim and works only with factories that meet AEO’s highest water requirements, exceeding requirements for water recycling, water management and wastewater. Recycled cashmere, made in L.A. knits, Japanese flannel and vintage fleece round-out the assortment.
The brand bowed with a SoHo store designed by Brooklyn-based Stefan Beckman Studio.
To introduce AE77 to the Pennsylvanian market, the brand took a similarly local approach by working with Gaëtane & Co. Design, a woman-owned Philadelphia design practice that helps local and national brands define themselves.
Inspired by the work of Donald Judd and Japanese woodcraft, founder Gaëtane Michaux approached the store design by using simple materials and reclaimed design elements throughout. Displays of vintage radios, books and sculptures are intended to complement AE77’s story on classic and timeless design.
Most post-consumer paper packaging is 100 percent recyclable, all paper is FSC Certified or made from recycled content and there is no single use plastic within packaging at its stores.
“Our dedication to building a better world goes beyond thoughtfully designed clothes and practices,” the company stated.