American Eagle turned its flagship Times Square billboard into a sign of support for Israel.
On Sunday, a lone message of a bright Israeli flag stuck out among the digital billboard overload in New York’s Times Square. The billboard of the flag, with the familiar blue horizontal stripes and Star of David, had no words—but the message was clear support for Israel from American Eagle, the clothing retailer, which is running the signage at its flagship.
It was just one of the few ways that brands, advertisers, agencies and ad tech companies have been spreading messages of support for Israel after the terrorist attack against the country over the weekend.
Craig Brommers, American Eagle’s chief marketing officer, posted a photo of American Eagle’s Israeli flag billboard on LinkedIn, and received messages of sympathy from many people in the ad industry. “We just told our daughters (already big fans of American Eagle and Aerie) that they can buy whatever they want from your brands,” wrote Seth Klugherz, VP of marketing at Haribo. “Very impressive.”
The key to any successful brand is forging trust with its customers, and this is especially true with brands who aspire to provide people with products for the mind and body. From sportswear and books to food and beauty, these companies are building and maintaining strong consumer relationships to find success.
The teen-focused family of apparel brands that includes Aerie and American Eagle has made strides in its commitment, unveiled in its first Environmental, social, and governance (ESG) report in 2022, to “Building a Better World” by advancing work it has done around sustainability and youth empowerment. Alongside donations to various organizations focused on issues such as mental health, disordered eating, and food insecurity, the company’s brands have also built out ways to find customers where they are, like BeReal, Roblox, and Snapchat. It’s working: American Eagle’s virtual brand experience in Roblox is second in popularity only to Gucci.
BOBBIE
As a maker of baby formula, Bobbie takes infant nutrition and the experience of moms who use its product seriously on several levels. The subscription-based service was one of the few brands that managed to keep parents supplied amid 2022’s shortage, and in the aftermath, cofounders Laura Modi and Sarah Hardy have taken more than 80 meetings with lawmakers and administration officials. Bobbie is also committed to telling the stories of its customers—whether that’s Ashley Graham on a billboard sharing her half-formula, half-breast-milk approach to feeding her baby, or regular parents sharing their stories on Bobbie’s new Milk Drunk podcast.
One of the most recognizable names in diabetes care, Dexcom has been a pioneer in mainstreaming the use of continuous glucose monitors (CGMs) for patients who want real-time access to their blood-sugar levels. In the past year, it brought its Dexcom G7 to seven new countries, from Austria to Hong Kong and South Africa, making it available to roughly 1.25 million more people with diabetes. Back stateside, it grew its Warrior community—a support and activist network of patients with diabetes—to 20,000 members and supported the G7 with clever marketing. The brand enlisted Nick Jonas, Patti LaBelle, NFL player Mark Andrews, and model Bambi Northwood-Blyth to create designs for covering their CGM, driving 71,000 orders of over-patches and more than half a million media impressions. It kept the marketing going with a Super Bowl spot starring Jonas, highlighting how Dexcom users think of their CGM as a “magic” device.
ELTAMD SKINCARE
As a leading maker of zinc-based sunscreen, EltaMD has become a top pick for dermatologists, but thanks to the work it has done on social media, it has also become one of the hottest sunscreen brands on TikTok. Through its own account and via its network of influencers, EltaMD delivered sunscreen education on TikTok, earning 65,000 new followers at a retention rate of 99%. It also took its expertise directly to consumers, sponsoring 1,400-plus free skin exams through the Skin Cancer Foundation’s Destination Healthy Skin program—helping identify more than 500 suspected cancers and precancers—and via the Colorado Melanoma Foundation’s Sun Bus, which hit eight states over 42 screening days.
FARMBOXRX
As the concept of food-as-medicine has gained ground, FarmboxRx has been working to make it an accessible reality, partnering with healthcare organizations across the country to bring more than 2 million medically tailored meals to people. With pandemic-era SNAP benefits over and food inflation up, FarmboxRx is working with four of the largest health insurers in the U.S. to deliver more than 14 million pounds of fresh produce. The demand is there—the company grew 260% year-over-year in the last quarter of 2022, and it has continued to carry out its mission even after founder Ashley Tyrner was impacted by the collapse of Silicon Valley Bank.
FRIDA
With its focus on prenatal and postpartum care, Frida has catered to consumers who often aren’t prioritized by pregnancy and baby-care brands. In the past 12 months, it expanded its products to include C-section recovery and a recovery kit for incomplete pregnancies, which broaches a difficult subject by being a resource for people who need it. Though started online, Frida is growing its presence in retail stores through its willingness to sell products that retailers may not have previously stocked—like postpartum underwear, breast-care items, and more—but are now in-store at Target, Walmart, and drug chains, bringing Frida’s products to within 5 miles of about 95% of Americans.
HUMANSCALE
This furniture brand is taking sustainability to the next level. With 26 certified climate-positive products, the company is an industry leader in the fight against greenwashing. Committed both to fighting climate change and ensuring transparency for its customers, Humanscale uses recycled materials and publishes “Declare labels,” which inform consumers about the ingredients in its products. Additionally, the brand holds True Zero certifications at all of its facilities, which requires companies to improve their waste diversion by at least one percentage point every year.
LES MILLS
Les Mills wants people to know that the best kind of exercise is the kind you actually do. The fitness company is bringing workouts to people’s doorsteps and breaking down barriers to entry, offering more than 23 virtual and live workouts to 21,000 gyms across the globe. The workout company’s next foray is exploring how to get people to work up a sweat through virtual-reality offerings like its BodyCombat VR app. It has also partnered with nonprofits including UNICEF and Trees for the Future, raising funds to build solar-powered water systems in Ethiopia and plant trees in Sub-Saharan Africa.
NISOLO
Nisolo understands the disproportionate effect the fashion industry has on the health of the planet, and it is setting an example for other brands through its commitment to sustainability. As a Certified B Corp and a climate-neutral company, the shoe and bag maker uses responsibly sourced leather and launched its Sustainability Facts Label to ensure that information about the production of its goods is easily digestible for consumers—a particularly distinctive offering in an industry where greenwashing is rampant.
After launching in 2021, Saysh became an industry leader among athletic brands, inspiring other companies to begin making women-specific footwear. Olympian Allyson Felix and her brother Wes founded the brand on the belief that women should not have to choose between performance and comfort, whether or not they’ve earned a gold medal for their athletic feats. Demonstrating its commitment to accessibility, Saysh became the first brand to offer a Maternity Return Policy, which recognizes the changes that a pregnant person’s body goes through by offering a free pair of shoes to previous customers whose shoe sizes adjust during their pregnancy.
The blender company is demonstrating its commitment to healthy living by offering consumers new recipes, donating equipment to marginalized communities and individuals with conditions that cause severe dietary restrictions. Vitamix is also educating through efforts like its Culinary Medicine Program.
This story is part of Fast Company’s 2023 Brands That Matter. Explore the full list of companies that have demonstrated a commitment to their purpose as a brand and cultural relevance to their audience. Read more about the methodology behind the selection process.
Celebrating Hispanic & Latine Heritage Month: Marielle, Director – Color Services
This Hispanic & Latine Heritage Month, AEO is proud to recognize the important contributions of U.S. citizens whose ancestors immigrated from Spain, Mexico, the Caribbean and Central and South America. Throughout the month, we are spotlighting our associates as they share more on their heritage, culture and favorite traditions.
Marielle, Director – Color Services, joined the company fifteen years ago and leans into the hardworking values she learned from her family in her role at AEO. Keep reading to learn more about how she celebrates her heritage and traditions.
Tell us more about your family’s heritage. How do you celebrate your culture and traditions? Why do you think it’s important?
I was born and mostly raised in the Dominican Republic and am the eldest of three siblings. Our first move to the U.S. was in 1981, and we returned to the DR in 1986. Once I graduated college, I moved back to Miami.
Now that I have children, it’s very important for me that they can experience the same kind of celebrations and gatherings my siblings and cousins did when we lived in the Dominican Republic. We come from a large family, so there are always gatherings and fun! One holiday we make an effort to celebrate in the U.S. is Three Kings Day. On this day, the kids get to participate in activities similar to what we did when we were younger. It’s essential for me that they understand my upbringing and how it continues to influence their life today, and I hope they continue to embrace it.
What does Hispanic & Latine Heritage Month mean to you?
While I celebrate my heritage daily through activities like listening to our music, or enjoying traditional foods, I also deeply appreciate the formal recognition of Hispanic cultures during this month, as it offers an opportunity to celebrate and acknowledge our contributions to the USA.
How do you bring your authentic self to work, including your heritage and culture?
I come from a hardworking background where the values of reaping what you sow and putting in efforts are deeply ingrained. I also prioritize being very personable, and consistently make an effort to reach out and collaborate cross functionally.
Do you have a notable Latino or Hispanic figure that you admire and why?
I admire the Mirabal sisters, four brave women who courageously fought against a dictatorship regime in the Dominican Republic. Three of the sisters tragically lost their lives while striving to save others through their courageous resistance. In 1999, the United Nations General Assembly designated November 25 as the International Day for the Elimination of Violence against Women in honor of the Mirabal sisters.
AEO Announces 2023 Steven A. Davis Scholarship for Social Justice Recipients
AEO’s Steven A. Davis Scholarship for Social Justice is a $5 million commitment to advance educational opportunities for associates who are actively driving anti-racism, equality and social justice initiatives. Since the launch in 2021, we have awarded nearly $850,000 to 45 associate scholars who share our passion for creating a more equal and inclusive society.
We are thrilled to announce our third round of scholars from across the U.S., Canada and Mexico who are demonstrating the power of their positive actions and voices to inspire real change.
Meet the 2023 recipients!
Arianna plans to attend Spelman College with a major in Computer Science. She is an active member of many organizations, such as Girls Who Code and the National Center of Women in Technology, and wants to use her degree to help girls in underrepresented communities have access to coding and other STEM programs. Arianna also shares her love for reading on her social media channels, using her platform to promote books by lesser-known, BIPOC, and/or LGBTQIA+ authors.
Carmyn is planning to pursue a degree in Computer Engineering. Three years ago, she founded Carmyn’s Caring Closet, an organization that directly serves children in need in her community. She plans fundraisers and collection drives to source items that are needed for her community. Though her work, she has been able to provide school supplies and clothing to children in need.
Graciela is looking to pursue a major in Political Science at UC Davis. She was a leader in her school’s Teaching Youth Political Engagement group, which focuses on fostering diverse conversations across different perspectives. She was also a board member of her school’s Queer Straight Alliance, formed after Graciela and other students advocated for the school administration to allow LGBTQ+ initiatives. Graciela worked to create real change for students and has helped the school establish a process to recognize gender-expansive students, implement the display of preferred pronouns on the internal school website, and create safe spaces on campus.
Harsh is a fourth-year student pursuing Justice Studies at the University of Guelph Humber. Inspired by her background, Harsh created a program called ‘Future for Me’ that addresses the gap in the education system, especially in low-income areas where students may not have adequate tools to prepare for post-secondary education.
Isabella is working toward her degree in Psychology and Anthropolgy at the University of Oregon, with a minor in Business Administration. She is passionate about bringing representation to the medical field and works to highlight inequity in medical care for BIPOC individuals, especially Black women. She founded the Black Student Union at her high school and continues to return to mentor and inspire her peers to pursue careers in medicine.
Jasmine plans to study Political Science at the University of North Carolina Chapel-Hill. Her goal is to attend law school and work as an advocate in the court system for People of Color. She is part of the Mayor’s Youth Council in Nashville, a group dedicated to making change for the city. They host bi-annual summits with city leadership to discuss positive change and share ideas to better provide for the community. She also serves on the Council’s Diversity, Equity and Inclusion Committee, working on a wide range of topics including education equity, systemic racism, and affirmative action.
Jordan is enrolled at Miami Dade College North Campus, studying Social Work, with a goal of transferring to Florida University. He is passionate about LGBTQ+ rights and has been part of his school’s Gay Straight Alliance (GSA). He was awarded GSA Leader of the Year by Safe Schools South Florida. In 2022, Jordan received an opportunity to partner with Mosaic Miami and AmeriCorps to launch a diversity program called Student Voices, and run a diversity and inclusion camp called Camp MetroTown. Student Voices is a program where students go through a two day training to share stories about discrimination. Camp MetroTown is a week-long camp where students learn about the diversity issues directly affecting those in Miami and develop skills to promote diversity in their own lives.
Katie attends Queen’s University in Canada as a full-time remote student. Recently, she took on an expanded role at AE to support Canada’s Market Team Leader. In this role, she focuses on driving community based events, creating a safe space for associates, and bringing awareness to different cultures within the community. She has extensive volunteer experience through the Will For Riding Foundation, a group that provides horseback riding lessons to children with physical or mental disabilities.
Maria is a student at the Western Institute of Technology and Higher Studies in Mexico majoring in Educational Sciences. She is passionate about the Scout organization, a program that has given her the opportunity to enjoy nature, meet other people and work on environmental education projects. She also volunteers at TECHO, an organization that works to address housing and habitat issues in Latin America and the Caribbean. She believes that quality education is a basic human right and hopes to positively impact her community with her degree.
Olivia plans to attend the University of Cincinnati and major in Psychology. Olivia worked with Her Drive – a nonprofit organization that provides menstrual care and basic hygiene products for women – to collect supplies in her community. She was selected to participate in her school’s annual “Diaspora” show, which coincides with the start of Black History Month. The photo shoot highlighted Black culture, beauty and relationships in a barbershop setting – a place that holds cultural significance for Black Americans.
Raiyana is attending the University of Calgary, pursuing a Bachelor’s of Design in City Innovation. Raiyana is passionate about accessability and how technology and design can improve the world for those with disabilities. She has worked with Makers Making Change, an organization that connects people with disabilities to volunteer makers who can build affordable assistive technologies. She hopes to bring disability awareness through her chosen career path to make a more equitable experience for all.
Sharonjit is planning to pursue a major in Civil Engineering and a minor in Business at Wentworth Institute of Technology. She is one of the founding members of the U-Club Act, a group with a mission to teach students about diversity and to advocate for diversity initiatives in school for marginalized groups.
Sheila is currently pursuing a Bachelor’s Degree in Management, with a focus on Human Resources and Labour Relations, at the University of Lethbridge. She was one of the Co-Chairs of the Ubuntu Youth Council, a group that focuses on bringing diversity to the community through events and programming. She also served as a Youth Program Coordinator for the council under Ubuntu Mobilizing Central Alberta, assisting with community engagement programs for BIPOC youth.
Suzy is pursuing her Bachelor’s Degee in Womens and Gender Studies at Wellesley College. She is part of the leadership team for Wellesley for Reproductive Justice (WRJ), an organization that provides information, resources, and donations to organizations providing reproductive care. The group plans events, provides programming to students, and helps expand access to reproductive care for the community, with a particular focus on the impact on BIPOC individuals.
Taela is looking to pursue Psychology at the University of the Southwest while also playing on their volleyball team. As a Native American, Taela has focused her social justice pursuits on Native rights. She is from the Te’Moak Western Shoshone tribe and takes great pride in representing her heritage. She is a member of the Nevada Native American Youth Caucus, an organization that raises awareness for Missing and Murdered Indigenous Women (MMIW), combats cultural appropriation, seeks to engage Native American voters and creates policy change for Native peoples.
AEO Building a Better World Volunteers of the Month: Global Asset Protection Team
AEO associates share our commitment to doing better, being better and building a better world. We’re proud to spotlight our people who are making a real and lasting impact in their communities.
AEO’s Global Asset Protection team is passionate about giving back. John, Supervisor – Corporate Security and Alyssa – Executive Staff Assistant share how the team works together to achieve their common goal of helping those in need.
Tell us about your volunteer service! What events have you engaged in, both personally and with your team? What causes are you passionate about?
Alyssa: Through the Global Asset Protection team and the Veterans and Military Employee Resource Group (VMERG), we have focused our attention on raising funds and awareness for veterans and first responder nonprofit organizations. Most notably, we hosted two 5K events that raised a combined dollar amount of $8.2K for the All Clear Foundation and Fisher House. The team also volunteers annually at Inspired Hearts and Hands, a nonprofit that focuses on addressing economic hardship and food insecurity. We volunteer particularly during the holiday season, packing and wrapping gift boxes for underprivileged children. It’s great that we get to take advantage of AEO’s Team of 10 and Matching Gifts programs to help further our support for these organizations.
Outside of work, I volunteer my time at several different animal shelters in Western Pennsylvania. I am involved in a work exchange program at a local yoga studio, the Om Lounge, which has done a lot in the Pittsburgh community to make yoga a more accessible activity. I am also passionate about supporting underprivileged women in the community, donating food and clothing to the Women’s Shelter, and participating in local Dress for Success events , which help clothe women entering or returning to the workforce.
John: The Global Asset Protection team contributes to organizations that are making a difference in communities that many of us are a part of. I love spending time in and out of work raising money and awareness for veteran and first responder organizations. In my personal time, I donate and volunteer at group rides. In the last month I’ve donated to the Brian Shaw Memorial Scholarship Fund, and I also joined the Chief McIntire Thunder Run memorial ride to honor the late Chief Justin McIntire from the Brackenridge Police Department.
Why is volunteering important to the Asset Protection Team and to you as an individual?
Alyssa: Something that has really stuck out to me since joining the team is everyone’s willingness and dedication to volunteering with organizations that are important to them, and rallying together when someone on the team is in need. I think for myself and the team as a whole, volunteering time and energy to causes that are important to us creates a strong sense of community. I get great joy out of helping others – when you get to the root of things, we are all just human beings, and we should be helping and supporting each other through life as much as we can!
John: After working with this team for so many years, it’s clear we all have genuine interests in helping those who have given so much to our community through their personal sacrifices. Through all of the volunteer events I’ve been to, I’ve seen how the nonprofit organizations we donate time and resources to have impacted and improved people’s lives.
What are some of the benefits you have found in volunteering? How does getting together as a team to volunteer impact the way you work together?
Alyssa: I’ve found many benefits in volunteering, including meeting new people that I wouldn’t otherwise, sharpening my event planning and teamwork skills, and getting people excited about a cause. Seeing the end result of a successful volunteer event is always incredibly rewarding. Volunteering as a group with the Global Asset Protection team and VMERG has helped strengthen the bond we have in the office. Everyone in the department is on board to help and support when someone comes to the table with a volunteer or fundraising idea, and we all have different areas of expertise that we contribute to making these volunteer events successful.
John: One benefit for me is meeting those who have been positively affected by the support the community gives. Knowing that what we do has an actual impact is what personally keeps me going to do more. It’s easy to work together as a team when we all have a common goal in mind:helping people.
How do you think that being an active participant in your community helps to build a better world?
Alyssa: There are so many areas of the community that could benefit from extra help and support. No matter where you choose to volunteer, it makes a difference. Building a better world, to me, means giving back to those who need it the most, and positively contributing to the health, wellness, and equality of the community.
John: When you choose to volunteer, you show those in need they are not alone or forgotten. We can build a better world through small acts of kindness and support.
Sourcing Journal: AEO will recycle 70% of water used in denim laundries by 2025
American Eagle Outfitters (AEO) is doubling down on water recycling and conservation efforts, having surpassed its initial goal ahead of schedule.
The Pittsburgh-based brand has released the results of its 2022 ESG study, and announced newly updated commitments based on its performance. “A comprehensive materiality assessment and subsequent refresh was conducted in 2022, which included executive interviews, an associate survey, analysis of customer and industry data, as well as feedback from the majority of our shareholders,” it said.
Last year, the company reduced water use per pair of jeans by 38 percent, beating its original 30 percent goal one year early. Now, AEO is deepening its pledge to reduce water usage and promote water recycling, especially in denim.
The retailer plans to recycle 70 percent of the total water used in its denim laundries by 2025 and reduce its overall water footprint by 30 percent by 2028, spanning its own operations, strategic factories and mills. Last year, it recycled 9 million gallons of water at laundries, accounting for 64 percent of total laundry water use. It saved 4 billion gallons of water by adopting better production practices at denim factories since 2017.
AEO has now committed to zeroing out its emissions by 2050, and initial work on the target is underway. The company reported that it is on track to meet its initial goal of reducing carbon emissions across its manufacturing by 40 percent by 2030, and 60 percent by 2040 from a 2018 baseline. Emissions have decreased by 2 percent since 2021.
Renewable energy adoption will contribute to the goal, as AEO has promised to secure sources for non-fossil-based energy for 100 percent of its electrical power demand across owned and operated facilities by next year. AEO reached 23 percent renewable energy in 2022. The report also detailed its new commitment to phasing out coal-fired boilers across the supply chain by 2030.
In 2022, the company saw a 60 percent decline in Scope 3 transportation-based emissions from a 2019 baseline. While not a part of its science-based targets, the company monitors emissions resulting from upstream transport from factories to distribution centers, as well as downstream transport from distribution centers to retail or consumers. AEO credited the acquisition of Quiet Platforms, its logistics subsidiary, for helping it achieve a 6 percent reduction in downstream transportation emissions.
With 85 percent of the company’s emissions output stemming from raw materials and manufacturing, AEO has also decided to transition to sustainable fiber sources for 75 percent of its fiber uptake by 2028. The company is on track to meet its previous goal of sourcing 100-percent sustainable or organic cotton verified by groups like the Better Cotton Initiative (BCI), the Organic Content Standard (OCS), the Global Organic Textile Standard (GOTS) and the U.S. Cotton Trust Protocol within that time frame, having reached 62 percent last year. Cotton makes up 61 percent of its total material usage.
AEO sustainably sourced 90 percent of man-made cellulosic fibers last year, putting it on track to reach its 100-percent goal by 2028. The company uses CanopyStyle’s Green Shirt rating system to track its closed-loop man-made cellulosic fiber production, wherein chemicals used in the manufacturing of tree-based fibers like rayon, viscose, modal and lyocell are captured, recycled and reused, mitigating water pollution.
New to the commitment are goals surrounding recycled and synthetic fibers. AEO said 20 percent of all-natural fiber volume will be derived from recycled materials within the next five years. During the same period, the company aims to see 50 percent of nylon sourced sustainably, and it reached 25 percent in 2022.
The company has also revised its polyester plans. In 2019, it set a goal to sustainably source 50 percent of polyester fibers, reaching 25 percent of its goal last year. It has upped the commitment to 100 percent sustainable sourcing for polyester by 2028. AEO uses Unifi’s Repreve, made from recycled plastic bottles, and also partners with the First Mile initiative to source fibers made from recycled responsibly collected bottles from Taiwan. The company said its overall material-based emissions decreased 3 percent last year due to the increased adoption of recycled polyester and recycled nylon.
“It’s been incredibly gratifying that AEO prioritizes meaningful change across the industry and is passionate about building a better planet,” responsible sourcing and sustainability lead Michelle Tarry wrote. “I love that our products make you feel good, and that we are furthering the ways in which our production has the least amount of impact on the environment. I’m proud of the team and our ongoing efforts to develop practices that are positively influencing the people and communities where our products are made.”
WWD: On ESG Front, American Eagle Outfitters Exceeds Goals
The retailer is moving the needle on reducing water usage and helping local communities.
American Eagle Outfitters Inc. released its second “environmental (Planet), social (People) and governance (Practices)” report, which spotlights the progress the retailer has made via its “Building a Better World” initiative.
The company also shared new sustainability goals after noting it has exceeded several water conservation targets. “Most notably, the company reduced water use per pair of jeans produced by 38 percent in 2022, surpassing the initial water reduction goal one year early,” American Eagle Outfitters said in a statement.
The company also said its commitment to social responsibility has been central since the brand’s founding, “as evidenced through its initiatives and more than two decades of ESG achievements,” the retailer said, also noting that with enhanced transparency, “as well as SASB and TCFD-aligned sustainability reporting, [American Eagle Outfitter]’s commitment to increased oversight and performance has resulted in a number of advancements over the last twelve months, including MSCI’s upgrade of [the company]’s ESG rating from ‘BBB’ to ‘A.’”
Jay Schottenstein, executive chairman of the board and chief executive officer of American Eagle Outfitters, said, “Doing good — and doing right by our customers, associates and communities is deeply woven within the fabric of [American Eagle Outfitters]. We are proud to release our second ESG report to highlight greater transparency and our ongoing commitment to building a better world. Every day, we strive to make lasting improvements across our organization that will lead to a more sustainable and equitable future.”
New initiatives were highlighted in the report, including the creation of the Aerie Real Foundation in 2022, which formalized and expanded the brand’s “decades-long history of philanthropy to promote women’s empowerment, inclusivity and sustainability,” the company said.
Regarding expanded and enhanced planet goals, the company said it has achieved or exceeded several environmental goals, “directed at protecting the planet and driving meaningful change across the retail industry.” Additional targets include recycling 70 percent of the total water used in denim laundries by 2025 and reducing the company’s water footprint by 2028, including its operations and partner factories and mills.
In addition, the company said it is committing to net-zero emissions by 2050 and will reduce virgin plaster by 50 percent and its total plastic footprint by 30 percent by 2028. It will also shoot for using sustainable sources for 75 percent of all fibers by 2028.
Other highlights include that the company (with its customers) donated more than $10 million to nonprofits “that share [American Eagle Outfittler]’s vision for building a better world and include support of mental health, youth and women’s empowerment and education programs for teens and young adults. The company also awarded about $850,000 to 45 of its store associates through its Steven A. Davis Scholarship for Social Justice, which was created with a $5 million commitment that was launched in 2021.
The retailer also said it has saved 4 billion gallons of water across its denim production since 2017 and recycled 9 million gallons of water at laundries in 2022. The company also said it saved the equivalent of 174 million plastic bottles “by ensuring 25 percent of all polyester used in production came from recycled sources.” Other highlights include that store associates in local communities logged over 14,000 hours of volunteer service. The retailer also introduced Be Well@AEO, “a holistic program providing associates with tools and resources to manage their mental and physical health, financial goals and more.”
AEO Inc. Expands ESG Goals and Highlights More Than Two Decades of Progress in Second “Building a Better World” Report
Report Prepared in Alignment with the Sustainability Accounting Standards Board (SASB) and Introduces the Task Force on Climate-related Financial Disclosures (TCFD) Framework
Updates Environmental Targets After Exceeding Several Goals
Deepens Support for Philanthropic Causes Important to Customers Through Launch of the Aerie Real Foundation
PITTSBURGH–(BUSINESS WIRE)– American Eagle Outfitters, Inc. (NYSE: AEO) today released its second environmental (Planet), social (People) and governance (Practices) report detailing progress made through the company’s Building a Better World strategy. AEO also announced new sustainability goals after exceeding several water conservation targets. Most notably, the company reduced water use per pair of jeans produced by 38% in 2022, surpassing the initial water reduction goal one year early.
A commitment to social responsibility has been central to AEO since its inception, as evidenced through its initiatives and more than two decades of ESG achievements. With enhanced transparency, as well as SASB and TCFD-aligned sustainability reporting, AEO’s commitment to increased oversight and performance has resulted in a number of advancements over the last twelve months, including MSCI’s upgrade of AEO’s ESG rating from “BBB” to “A.”
“Doing good–and doing right by our customers, associates and communities is deeply woven within the fabric of AEO,” said Jay Schottenstein, Executive Chairman of the Board and Chief Executive Officer. “We are proud to release our second ESG report to highlight greater transparency and our ongoing commitment to building a better world. Every day we strive to make lasting improvements across our organization that will lead to a more sustainable and equitable future.”
The report also highlights a number of new programs through AEO’s charitable giving that further champions causes that are important to its customers and communities. In 2022, AEO established the Aerie Real Foundation, formalizing and expanding on the brand’s decades-long history of philanthropy to promote women’s empowerment, inclusivity and sustainability.
Expanded and Enhanced Planet Goals
AEO has achieved or exceeded several environmentalgoals, directed at protecting the planet and driving meaningful change across the retail industry. To reflect this progress, the company has added the following targets to its existing goals:
Recycle 70% of total water used in denim laundries by 2025;
Reduce its water footprint by 30% by 2028 across its own operations, and strategic factories and mills;
Commit to net-zero emissions by 2050;
Reduce virgin plastic by 50% and reduce total plastic footprint by 30% by 2028; and
Use sustainable sources for 75% of all fibers by 2028.
2022 Highlights: Our Journey To Building A Better World
Together with customers, donated over $10 million to nonprofits that share AEO’s vision for building a better world and include support of mental health, youth and women’s empowerment and education programs for teens and young adults;
Awarded nearly $850,000 to 45 associates through its Steven A. Davis Scholarship for Social Justice, a $5 million commitment launched in 2021 to advance educational opportunities for AEO associates who are actively driving anti-racism, equality and social justice initiatives;
Saved 4 billion gallons of water across jeans factories since the launch of the company’s Water Leadership Program in 2017;
Recycled 9 million gallons of water at laundries in 2022;
Saved the equivalent of 174 million plastic bottles by ensuring 25% of all polyester used in production came from recycled sources;
Logged more than 14,000 hours of volunteer service by associates in local communities; and
Introduced Be Well@AEO, a holistic program providing associates with tools and resources to manage their mental and physical health, financial goals and more.
To view the full report and learn more about AEO’s Planet, People and Practices initiatives, please click here.
About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices under its American Eagle® and Aerie® brands. Our purpose is to show the world that there’s REAL power in the optimism of youth. The company operates stores in the United States, Canada, Mexico, Hong Kong and Japan, and ships to approximately 80 countries worldwide through its websites. American Eagle and Aerie merchandise also is available at more than 260 international locations operated by licensees in approximately 30 countries. To learn more about AEO and the company’s commitment to Planet, People and Practices, please visit www.aeo-inc.com.
Glossy: American Eagle launches ‘OMJeans,’ its biggest post-pandemic denim activation
American Eagle is betting on back-to-school with its biggest physical activation investment since the start of the pandemic. Running in NYC on September 16-17, the “OMJeans” campaign features a 3D billboard in Times Square and an in-person shoppable denim exhibition of hundreds of mannequins that are posed on NYC’s High Line walkway and wearing the brand’s jeans. The campaign elements also offer an opportunity for attendees to sign up for the AE Real Rewards Credit Card, partake in giveaways and enjoy entertainment.
For American Eagle, denim has historically been the main focus category for back-to-school marketing, as it’s also where most of its sales come from during the season, according to a brand spokesperson.
“Denim is hot right now,” said Craig Brommers, CMO of American Eagle. “With New York Fashion Week and the U.S. Open just finishing, it’s just a great moment [in NYC] to host this event. The High Line is also the most high-profile pedestrian walkway in New York City, and we wanted to do something disruptive, different and never-before-seen.” Along with wearing jeans, the models in the exhibit feature a QR code driving to a shopping experience.
As for the Times Square 3D billboard, it’s positioned above the brand’s store. The brand’s most popular denim styles appear to jump out of the ad and dance for the crowd. “OMJeans” is a play on “OMG.”
In addition, American Eagle is hosting denim-themed photo opps along the High Line, as well as a denim-clad mannequin takeover of the 10th Avenue Amphitheater. QR codes facilitating easy shopping are accessible at each touchpoint.
“Because [our shopper] skews young, we need to have an activation that also incorporates technology,” said Brommers. “As Gen Z is always with their phone and always interacting in a phygital way, those QR codes and the 3D billboard will give people that experience and the opportunity to engage with jeans in other ways, as well.”
He added, “We wanted people who experience this activation to walk away with the breadth and depth of the AE jeans offering, especially since AE jeans are the No. 1-selling jeans for Gen Z,” said Brommers, referencing the company’s own market data.
On September 6, American Eagle Outfitters, which owns American Eagle and Aerie, reporteda small year-over-year increase in its total net revenue in the second quarter of fiscal 2023, reaching $1.2 billion.
Also included in the High Line activation are areas to sign up for American Eagle’s credit card, hosted in partnership with finance company Synchrony. Those who sign up during the event get exclusive rewards and entry into denim- and travel-focused raffles.
“Credit card sign-ups may interest some consumers, but many shoppers will be reluctant to take on additional credit at a time when interest rates are very high and they are facing a lot of financial pressures,” said retail analyst Neil Saunders.
“We’ve been trying to go beyond earn-and-burn points and create unique experiences for our members,” said Brommers. “Travel is an important component of Gen Z’s lifestyle right now. We had a trip giveaway during our ‘The Summer I Turned Pretty’ collab this summer that was hugely successful, and we wanted to continue the ideas of travel and exploration.”
According to Brommers, the collaboration with the Amazon series was the brand’s most successful collaboration ever, both in terms of social media impressions and sales. He declined to share exact details.
The NYC High Line event also features free giveaways and a performance by dancer Kenzie Zeigler, who, along with her sister Maddie, collaborated with AE on a limited collection in July. The brand beat its forecast for the campaign by a double-digit percentage, and the jeans in the collection were among the company’s best-sellers for fall.
The “OMJeans” campaign is being marketed across AE’s social channels and in OOH marketing beyond the Times Square billboard, including on live subway boards across NYC.
AE is now considering how to repurpose the campaign’s elements. Following the exhibit, it will recycle all denim featured via Cotton’s Blue Jeans “Go Green” denim collection program. The denim will be then transformed into insulation for non-profit Habitat for Humanity and other applications. AE has collaborated with the program since 2008 and has recycled over 600,000 pieces of denim.
American Eagle Continues To Dominate Denim With OMJeans, An Immersive Takeover of the High Line in New York City
The brand is celebrating the fall season with its iconic jeans collection and a shoppable installation on the High Line, featuring over 150 different fits, colors and sizes for men and women
9.13.23 NEW YORK – American Eagle Outfitters, Inc. (NYSE: AEO) continues its denim domination this September, with an elevated and immersive installation in NYC celebrating the back-to-school (BTS) season. Open to the public on September 16 and 17, American Eagle (AE), the #1 jeans brand for women of all ages and men in its core demographic, and Synchrony (NYSE: SYF), a leading consumer financing company, are turning New York’s iconic High Line into our own impressive line…of jeans. With a shoppable display of AE’s iconic jeans assortment, amplified with social and digital innovation, OMJeans will further the connection with its customer community.
“Our vision for this innovative installation is to show up where millions of people experience the city, bringing to life the heritage and timelessness of AE jeans,” says Jennifer Foyle, President & Executive Creative Director – AE and Aerie. “With seemingly infinite denim displays, shoppable experiences, creative photo moments, and musical surprises, we’re dominating denim in one of NYC’s most iconic gathering spaces.”
Building on the BTS campaign, the denim installation will encourage shopping and incentivize consumers to sign up for AE’s Real Rewards Credit Card through:
A show-stopping array of mannequins featuring hundreds of denim styles to showcase a range of offerings starting at the 14th street passage.
Seamless shopping, with QR-coded denim, including Gen Z’s favorite jeans modeled on mannequins and in images, so guests can buy their perfect pair of jeans on the spot.
Dedicated areas to drive Real Rewards Credit Card applications from AE’s financing partner, Synchrony.
30% off your first purchase after approval for the AE Real Rewards Credit Card.
Visitors can scan a QR code to access Synchrony’s app to seamlessly and securely apply for credit, allowing them to quickly authenticate themselves and minimize the fields needed to apply.
Enter to win a $1,000 jeans haul on the spot. With each entry, you are also entered to win a Grand Prize trip to the destination of your choice.*
Fun and creative photo moments that integrate a denim landscape into the existing High Line views, as well as shareable seats – denim covered loungers – designed to look like the back pocket of a pair of AE jeans.
Takeover of the 10th Avenue Amphitheater, where denim mannequins will congregate for a show-stopping, instagrammable display.
A special musical performance by a surprise guest on Saturday, September 16 at 4:30 PM.
“Synchrony has partnered with AEO for more than two decades to offer financing solutions to meet the needs of its customers, beyond just a single purchase to build lifelong relationships.” said Darrell Owens, SVP, Head of Lifestyle Platform at Synchrony. “It’s great to see the AE brand come to life on the High Line with a unique activation that can easily translate browsing to buying.”
AE continues to lead with innovation, including promotion of the event across owned AE social to stir curiosity and drive a consumer call-to-action. A robust promotion strategy will include videos across social, OOH marketing including, subway liveboards across NYC. A 3D billboard in Times Square will showcase the campaign and our top jeans styles that jump out of the ad and ‘dance’ for the crowd.
OMJeans will be open to the public on September 16th and 17th from 11:00 AM – 8:00 PM EDT at NYC’s High Line Park. Following the event, AE will be recycling all used denim with Cotton’s Blue Jeans Go Green™ program, which will be transformed into insulation for Habitat for Humanity and other applications. AE has collaborated with Cotton’s Blue Jeans Go Green™ program since 2008 and recycled over 600K pieces of denim. To stay in the know regarding the latest updates on the OMJeans installation, follow @americaneagle on IG. Customers everywhere can view the campaign and shop top denim styles now on ae.com, on owned brand socials and in stores nationwide.
*T&Cs apply, winner announced at a later date.
About American Eagle
Since 1977, American Eagle has offered an assortment of specialty apparel and accessories for everyone that enables self-expression and empowers our customers to celebrate their individuality. The brand has broadened its leadership in jeans by producing innovative fabric with options for all styles and fits for all at a value. We aren’t just passionate about making great clothing, we’re passionate about making real connections with the people who wear them. Visit www.ae.com to find your perfect pair of #AEJeans.
About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices under its American Eagle® and Aerie® brands. Our purpose is to show the world that there’s REAL power in the optimism of youth. The company operates stores in the United States, Canada, Mexico, Hong Kong and Japan, and ships to approximately 80 countries worldwide through its websites. American Eagle and Aerie merchandise also is available at more than 260 international locations operated by licensees in approximately 30 countries. To learn more about AEO and the company’s commitment to Planet, People and Practices, please visit www.aeo-inc.com.
