American Eagle, the popular clothing brand, has partnered with ThredUp to launch a new online resale shop called RE/AE. The shop features vintage and secondhand clothing items from the Gen Z-focused retailer, in an effort to promote sustainable fashion and appeal to younger consumers who prioritize environmental concerns.
The inaugural collection of RE/AE includes over 200 pieces of clothing, such as jeans, jackets, mini-skirts, dresses, and accessories. Consumers can filter items by whether they are pre-owned or vintage, with some finds dating back to the 1980s. Prices for the collection range from $10 to $40, making it an affordable option for those who are interested in purchasing secondhand garments.
To promote the new partnership, American Eagle has also teamed up with Snapchat for a shoppable augmented reality lens that features styles from the RE/AE collection. Users can virtually browse various items featured in the inaugural collection by clicking on the item and being redirected to the online store. An educational aspect is also included in the experience, with sustainability information integrated within the lens.
This is not the first time that American Eagle has targeted Gen Z with niche marketing efforts. The brand has previously partnered with E.l.f. Cosmetics for a denim-inspired makeup collection and TikTok challenge. American Eagle also has a virtual presence within Roblox’s Livetopia, where users can try on over 30 million virtual clothing items.
By partnering with ThredUp, American Eagle is able to tap into the growing interest in circular fashion and sustainability. According to ThredUp data, 83% of Gen Z consumers have purchased or are open to purchasing secondhand garments. This new partnership allows American Eagle to appeal to a younger audience while promoting eco-friendly practices and sustainable fashion.