Sourcing Journal: AEO’s Unsubscribed Brings ‘Slow Fashion’ To NYC

By Liz Warren | Link to article

American Eagle Outfitters’ higher-end label is expanding to New York City.

Unsubscribed—a self-described “slow fashion” women’s brand that complements the company’s American Eagle, Aerie, Todd Snyder and Offline brands—launched in the summer of 2020 during the Covid-19 pandemic, and is now making its way to Manhattan’s Upper East Side.

Featuring patina mirrors, brass chandeliers, a vintage-inspired checkered floor board, grass cloth wallpaper, marble tabletops and pops of color amid clay tiles and wood tables, the 1,300-square-foot space caters to shoppers who appreciate both quality fashion and an “old New York” aesthetic.

Unsubscribed first opened in East Hampton, N.Y., followed by Palm Beach, Fla., Westport and Greenwich in Connecticut, and an e-commerce launch. Each physical location boasts a unique assortment from local artisans. The Madison Avenue store offers a curated assortment of exclusive styles from existing brand partners like Melissa Joy Manning, Bleecker & Prince and Octavia Elizabeth.

Unsubscribed maintains a strong focus on sustainability, opting for a delivery schedule that’s seasonal rather than monthly. It also carries vintage and recycled products and focuses on social and ethical fashion practices.

By adding more fuel to the Unsubscribed brand, American Eagle aims to reach its recently elevated financial goals for 2023, which include revenue of $5.8 billion, up from $5.5 billion. Operating margin goals will raise from 10 percent to 13.5 percent. The new goals were set earlier this year following a successful holiday season that helped it surpass its 2023 goal of $550 million in operating income two years ahead of schedule.