American Eagle, Timberland Team on Outdoors-inspired Collection
Vertical retailers are not traditionally known for carrying other brands, but American Eagle Outfitters is making an exception for this fall and holiday season.
Starting Sept. 26, American Eagle will launch a ‘90s-inspired men’s collection in partnership with Timberland that is intended to blend fashion and outdoors. The collection, which will be offered in three drops, will include a wide range of tops, bottoms, accessories and footwear.
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Craig Brommers, chief marketing officer of American Eagle, said Timberland was founded in 1973 and American Eagle in 1977 and “both have a Northeastern heritage.” AE is based in Pittsburgh and Timberland traces its roots to Massachusetts and then New Hampshire.
“American Eagle is the number-one specialty vertical retailer for Gen Z,” he said, “and Timberland is red-hot right now and just did a collaboration with Louis Vuitton.” He said that because the era of the ’90s is also “having a moment,” the American Eagle design team pored through the Timberland archives as it sought inspiration for the collection.
“What we’re doing together is both a nod to the past and a nod to the future,” Brommers said.
“Timberland and American Eagle are two iconic brands. This new collection fuses American’s Eagle’s Americana spirit with our rich heritage in craftsmanship and weather-ready style,” said Gautham Rao, vice president and general manager of Americas at Timberland. “By revisiting pieces from our archives and infusing them with fresh, stylish perspectives from their team, we’ve crafted a collection that is both unexpected and unique. We’re thrilled to offer our existing and new consumers something truly special.”
“We believe in the power of collaboration. We love to work with brands who complement our deep commitment to quality and who champion the values of this generation to get out and live life,” added Jennifer Foyle, president and executive creative director of American Eagle and its sister brand Aerie. “By infusing American Eagle’s expertise in denim with Timberland’s craftsmanship, the collection inspires adventure with a ’90s vibe that features denim jackets, flannels and Timberland’s iconic lace-up boots.”
The first drop will focus on graphic T-shirts, crewneck sweatshirts, cargo sweatpants, ripstop pants, lightweight anorak jackets and baseball caps.
The second drop on Oct. 24 will offer outerwear and footwear including insulated anorak jackets, sherpa fleece jackets, corduroy popover shirts, flannel shirts, puffer vests, graphic T-shirts, embroidered hoodies, ripstop pants, beanies and hiker boots.
The third and final drop on Dec. 12 will be centered around denim and footwear and will include denim jackets and shackets, jeans, flannel shackets, graphic T-shirts, cotton hoodies, classic lace-up boots and boat shoes.
Although originally designed as a men’s brand, the collection can be worn by women as well, Brommers said.
Prices range from $34.95 to $139.95 for the apparel and $19.95 to $170 for the hats and boots.
To publicize the launch, American Eagle is bringing Role Model, a singer-songwriter also known as Tucker Pillsbury to star in the campaign.
“Music is very important to the American Eagle and Timberland customers,” Brommers said, so it made sense to bring someone like Role Model on board as the face. Additionally, he hails from Maine, another Northeastern connection point.
Brommers said if the collaboration product is successful, the relationship could continue into the future. “We have the three drops, but who knows where we can go in the future. With 750 stores in the U.S. alone, it gives Timberland access to a highly desirable customer.”
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