The Ellen MacArthur Foundation's Jeans Redesign scheme, a circular campaign aimed at transforming the market for the better, has added American Eagle to the growing list of denim brands involved.

The AE x Jeans Redesign collection launched, adhering to the initiative's requirements for recyclable, durable denim. The collection is made of 100% organic cotton and features easy-to-remove hardware. There are two mom jean fits for women and two slim jeans fits for men. The denim garments are finished using water-saving techniques and no harmful chemicals, as per the instructions.

The change follows American Eagle Outfitters (AEO) CEO and executive chairman Jay Schottenstein's positive forward-looking remark in April, in which he stated that denim's transition to broader fits has been good for business.

The adoption of the Jeans Redesign adds to American Eagle's ambitious sustainability goals, which it outlined in 2019. In only one year, it reduced water consumption in jeans by 21%, saved 2.4 billion gallons of water, used 37% sustainably sourced cotton, and featured almost 70 million recycled polyester bottles in recycled polyester.

With new partnerships, Schottenstein believes the brand's environmental commitments will only get stronger.

Schottenstein said by taking steps to ensure more responsible product procurement, they are trying to help future generations live in a healthier environment. They've committed to using more renewable raw materials and processing processes, as well as reducing their water and energy use, as part of AEO's wider sustainability targets.

While it only began in 2019, the Jeans Redesign movement has already gained widespread traction in the fashion industry, with Tommy Hilfiger, Gap, and Frame all launching their first collections based on the circular guidelines. The Ellen MacArthur Foundation launched a mini-documentary outlining the relevance and success of its campaign to keep the momentum going.

The American Eagle x Jeans Redesign collection is only available on the American Eagle website exclusively. The jeans are priced at $59.95.