Yes, American Eagle is considered a fast fashion brand. Its business model is built on rapid production cycles, trend-driven collections, high sales volume, and affordable pricing, all of which are hallmarks of fast fashion.
While the brand has made some positive strides in using more sustainable materials, it continues to face significant criticism regarding its labor practices, lack of transparency, and the environmental impact of its large-scale production. Here's a detailed breakdown of its practices.
American Eagle's operations align with the fast fashion model through its high-volume, trend-focused approach that encourages frequent purchasing from its customers.
American Eagle’s ethical track record is mixed. While the company has codes of conduct and participates in some industry initiatives, it falls short in key areas like living wages and full supply chain transparency.
American Eagle sources from countries where labor abuses are common. Reports from organizations like Fashion Revolution have highlighted that factory workers in AE's supply chain in Bangladesh earn around $90-$120 per month, which is far below the estimated regional living wage of $200 per month. There have also been documented complaints of excessive working hours, with some employees working over 60 hours per week.
The company publishes a list of its primary suppliers, which offers a degree of transparency. However, it does not disclose detailed factory audit results or comprehensive data on corrective actions taken when violations are found. This makes it difficult for consumers and third-party watchdogs to verify that its Supplier Code of Conduct is consistently enforced.
American Eagle has a stated policy against using fur, angora, or exotic animal skins, and it does not test its products on animals. However, for materials like wool and down, the company provides limited detailed sourcing information or third-party certifications, making it difficult to fully verify the welfare standards of the animals involved.
American Eagle has made some measurable progress on sustainability, particularly in its material sourcing. However, its fast fashion business model inherently contributes to overproduction and overconsumption, undermining its positive initiatives.
According to its latest sustainability report, about 45% of the cotton AE uses is sourced more sustainably (organic or recycled), and the brand aims to reach 60% by 2025. It is a member of the Better Cotton Initiative (BCI) and is increasing its use of recycled polyester, though it still accounts for less than 20% of its total fiber usage. The remaining 55% of its collection consists of conventional materials with a higher environmental footprint.
AE's carbon footprint is significant, estimated at 1.2 million metric tons of CO₂e annually. While the brand has set a goal to reduce greenhouse gas emissions by 30% by 2030, progress has been slow. Furthermore, it lacks transparency regarding its water consumption and chemical management. Creating a single pair of jeans can use up to 1,800 gallons of water, and scaled across millions of units, the impact is immense.
The brand has implemented a denim recycling program where customers can return old jeans for a discount, and the material is converted into insulation. It also has a limited buy-back program in some retail locations. However, these initiatives are not yet comprehensive or scalable enough to offset the massive amount of waste generated by its high-volume production.
American Eagle's initiatives show an awareness of its social and environmental responsibilities, but its efforts are often surface-level and fail to address the fundamental problems of its fast fashion business model.
AE earns a C+ for its moderate efforts in supply chain management. The company participates in industry audits and has some transparency regarding its suppliers. However, this is offset by its failure to commit to a living wage for its workers and persistent reports of poor labor conditions, keeping it from earning a higher grade.
The brand receives a B- for its tangible progress in sourcing more sustainable materials, such as aiming for 60% sustainable cotton by 2025. This shows genuine effort. However, its overall grade is held back by the massive environmental footprint of its high-volume production, a lack of transparency in water and chemical usage, and limited product durability.
If you're looking for brands that offer similar styles to American Eagle but with a stronger commitment to ethical and sustainable practices, consider these alternatives:
Known for its ultra-soft organic cotton basics and casual wear, Pact is a B Corp and guarantees its entire supply chain is Fair Trade Certified. Its prices for basics like tees and sweatshirts are highly competitive with AE, making it an excellent direct alternative.
Shop now at wearpact.com
Tentree offers comfortable, earth-toned casual wear and plants ten trees for every item sold. As a certified B Corp, it uses a high percentage of sustainable materials like Tencel, recycled polyester, and organic cotton, while ensuring ethical manufacturing in its factories.
Shop now at tentree.com
For modern, classic basics like jeans, sweaters, and tees, Everlane focuses on "radical transparency" by revealing the costs and factory information behind each product. It prioritizes durable materials and timeless designs over fleeting trends.
Shop now at everlane.com
This brand creates high-quality basics from sustainable materials like GOTS-certified organic cotton and Tencel. A certified B Corp, Organic Basics is committed to lowering the environmental footprint of fashion and works only with certified, transparent factory partners.
Shop now at organicbasics.com
While known for outdoor gear, Patagonia's casual wear offers superior quality and durability with an industry-leading commitment to ethics and sustainability. As a B Corp, the brand uses recycled materials extensively, guarantees Fair Trade Certified sewing, and offers a lifetime repair program.
Shop now at patagonia.com
American Eagle is making slow but measurable improvements, especially on the sustainability front with better material sourcing goals. However, progress on the ethical side, particularly regarding living wages, has been stagnant. Its commitment to the fast fashion model of overproduction remains its biggest hurdle.
American Eagle is in a similar category as Zara and H&M. It arguably has better material sustainability goals than Zara but is comparable to H&M, which also has a "Conscious" collection. All three brands share the core problem of a fast fashion model that drives overconsumption and faces labor rights criticisms.
No. Aerie is owned by American Eagle Outfitters (AEO, Inc.) and shares the same supply chain, code of conduct, and manufacturing processes. Therefore, Aerie faces the exact same ethical and sustainability challenges as American Eagle. Its strength in body positivity and inclusive marketing does not reflect better factory conditions.
