Tuesday, 28 July 2020

American Eagle adds new activewear sub-brand to Aerie



American Eagle Outfitters has unveiled Offline by Aerie (actually spelled OFFLINE), a new sub-brand “offering a complete collection of activewear and accessories built for real movement and real comfort,” it said. 

The company has had major success since its first introduced the Aerie brand several years ago and said the new label “is the evolution and expansion of the brand’s popular Chill.Play.Move. collection into an unparalleled offering of soft, cozy, and comfortable activewear”.

“Health and wellness have always been at the core of Aerie’s mission as we’ve led the body positivity movement, inspiring and empowering women around the world to feel confident inside and out,” said Jennifer Foyle, Aerie Global Brand President. “Offline’s take on active lifestyle products celebrates real life when some days you feel like you can take on the world and other days you need that extra push to get off the couch.”

It builds on the “growing success” of its leggings and activewear and is being seen as “another powerful platform to grow our community, while uniquely complementing Aerie’s full lifestyle collection of bras, undies, lounge and soft apparel”.

It will be available online at aerie.com with two retail stores planned to open by the end of the year.

The sub-brand will also carry the Real Good badge to identify “products made from more sustainable raw materials including recycled fabrics”.

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