Is American Eagle Fast Fashion? A Look into Ethics & Sustainability

American Eagle Outfitters is an American clothing retailer with headquarters at SouthSide Works, Pittsburgh, Pennsylvania. It was founded by Jerry and Mark Silverman in 1977 as a division of Retail Ventures, Inc., which also owned Silverman’s Menswear.

American Eagle sells jeans, graphic T-shirts and boxers. They also have outerwear and swimwear. American Eagle is aimed at male and female students in high school and university, but older adults wear the brand as well.

In today’s world, fast fashion is a multi-billion dollar industry that is expected to continue to grow rapidly year after year. But you must have heard that with fast fashion comes huge costs, both environmental and human. With the fast turn around times of brands like Zara, H&M and Forever 21, American eagle finds a spot among them. So the question arises, is American Eagle fast fashion? This is hard to answer and in the article we will first establish what American Eagle stands for and how they are against the fabrications of the fast fashion industry.

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What Does “Fast Fashion” Mean?

To understand if American Eagle is fast fashion, it helps to define what fast fashion really is. In general, fast fashion brands are known for:

1. Quick Production: These brands push out new collections rapidly, sometimes in just a few weeks, to keep up with trends.
2. Low Costs: Fast fashion items are often made inexpensively, which keeps prices low but also raises concerns about quality and sustainability.
3. High Turnover: Fast fashion promotes constant consumption, with items quickly going “out of style” to encourage more frequent purchases.

When we look at American Eagle, some of these fast fashion characteristics are present, while others are less obvious.

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Is American Eagle Fast Fashion?

American Eagle shares some qualities with fast fashion brands but does not fit the category entirely. Here’s why:

1. Trendy yet Timeless Styles: American Eagle stays current with trends, featuring popular items like distressed jeans and graphic tees. However, their clothing tends to be more classic than overly trendy, which means they have a longer lifespan in terms of style.

2. Slightly Slower Release Pace: Although American Eagle introduces new collections seasonally and occasionally monthly, they don’t launch items as rapidly as genuine fast fashion brands. For instance, while Zara may debut a new style every few weeks, American Eagle prioritizes seasonal collections that remain relevant for a longer duration.

3. Quality versus Cost: American Eagle’s products are generally priced higher compared to typical fast fashion brands, indicating a greater investment in quality materials. While their prices are still reasonable, they are not as low as those of brands like Forever 21 or Shein.

The Ethics of American Eagle

One of the main concerns with fast fashion is its ethical impact, particularly in terms of worker rights and labor practices. American Eagle is more transparent than some other brands in this regard, but let’s break down the details:

1. Worker Conditions: American Eagle describes its efforts in relation to its labor practices and its non-discrimination policies as regards to forced and child labor. They are also signatories to the Bangladesh Accord for Fire and Building Safety which is a great improvement in ensuring better conditions for their workers.
2. Transparency: Although they reveal certain facts regarding their supply chain, American Eagle ought to work on being more elaborate on the factories they operate with and make available reports on the environmental and labor standards for those factories.
3. Ethical Initiatives: American Eagle has implemented programs like the Real Good program, which embraces responsible sourcing of materials such as denim that is produced out of recycled water and energy. Such an initiative is an indication of the company’s willingness to be more sustainable, although there is still much room for growth.

American Eagle’s Environmental Impact: How Sustainable Is It?

Sustainability is a big part of the conversation around fast fashion, and American Eagle has made some strides here.

1. Water Conservation: Denim production uses a lot of water, which is a major environmental concern. American Eagle has launched eco-friendly denim, which uses less water and is crafted in facilities that recycle water.
2. Recycled Materials: The Real Good collection also includes items made from recycled polyester and other materials. By reusing resources, American Eagle aims to reduce its environmental footprint. However, only a portion of their products fall into this category.
3. Carbon Emissions: American Eagle has pledged to reduce greenhouse gas emissions and move towards more sustainable energy sources. Still, like many brands, they have yet to fully shift to sustainable practices across all of their operations.

While American Eagle’s environmental practices aren’t perfect, they do reflect an attempt to step away from fast fashion’s traditionally harmful impacts on the environment.

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How American Eagle Stands Apart from Traditional Fast Fashion

Compared to brands purely focused on fast fashion, American Eagle offers more durable items that hold up over time. Here are a few ways American Eagle differentiates itself:

1. Longer-Lasting Designs: While American Eagle follows trends, their clothing leans towards classic, versatile styles rather than fleeting fashion. This can encourage consumers to wear pieces longer, reducing waste.
2. Commitment to Improvement: American Eagle has been making a gradual shift toward ethical production. They’ve pledged to make more responsible choices, although they are not fully sustainable yet. This places them somewhere between traditional fast fashion and more sustainable brands like Patagonia.
3. Customer Loyalty: American Eagle’s brand identity is built around a lifestyle rather than just trendy, disposable fashion. Customers return for the quality and comfort of American Eagle’s jeans and basics, which are designed to be worn season after season.

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Can We Consider American Eagle Ethical?

If we’re asking, “Is American Eagle ethical?” the answer is somewhat mixed. While American Eagle has made positive steps toward sustainability and ethical practices, there is still work to be done.

1. Pros:

• Increased focus on environmental responsibility through the Real Good program.
• Some transparency in their supply chain and ethical labor commitments.
• A business model that’s not as aggressively fast-paced as true fast fashion brands.

1. Cons:

• Limited information on factory locations and worker wages.
• Not all products are eco-friendly, with only certain collections being sustainable.
• Room for improvement in areas like carbon neutrality and waste reduction.

American Eagle does appear to care about ethics and sustainability but has only partially transitioned to these values. Therefore, while they are not the most ethical brand on the market, they stand out positively among many of their fast fashion counterparts.

Pros of American Eagle Fast Fashion:

• Stylish, Trendy Pieces: They offer fashionable items that keep up with seasonal trends.
• Quality and Durability: American Eagle’s clothing, especially jeans, is generally high-quality and designed to last longer.
• Eco-Friendly Efforts: Initiatives like the Real Good collection focus on sustainability, with some items made from recycled materials.
• Comfort and Versatility: Known for comfortable basics that don’t go out of style quickly.

Cons of American Eagle Fast Fashion:

• Limited Transparency: Not fully open about labor practices or factory details.
• Partial Sustainability: Only some collections are eco-friendly; most still follow conventional production methods.
• Higher Price Point: Prices are higher than typical fast fashion, though still affordable for many.

Also read: Is ASOS Fast Fashion? A Closer Look

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Final Thoughts: Is American Eagle Fast Fashion?

So, is American Eagle fast fashion? Technically, American Eagle falls into a “gray area” of fast fashion. While they are faster and more affordable than premium brands, they aren’t as quick or as cheap as true fast fashion giants. They do use some aspects of fast fashion, like seasonal collections and trendy pieces, but they also incorporate more quality and durability.

American Eagle is working towards being more ethical and sustainable, but they have not yet completely stepped away from the less appealing sides of fast fashion. For those consumers who are concerned about ethics and style at the same time, they can turn to American Eagle, provided the latter does not relent on improving their environmental and ethical standards.

To conclude American Eagle, a customer should not perceive them as a pure and traditional fast fashion brand, although they do exhibit some of the traits. Where American Eagle does score over a lot of fast fashion retailers is that they are not completely ethical or sustainable for that matter, but the intent to improve does exist with them. If you are a customer looking for comfortable and stylish clothes, with a tinge of ethical responsibility, then perhaps it wouldn’t be too presumptuous to say that American Eagle has a reasonable margin for comfort.