American Eagle launches new dogwear collection

It may have started out as an April Fool's joke, but the American Beagle collection looks to be a genuine hit

By Jamie Khoo | Published: 6 Nov 2014

A. Eagle for dogs
Photo: American Eagle Outfitters

US retailer American Eagle Outfitters is introducing a limited-edition line of clothing. So what, you say, until we tell you that the line is designed for dogs.

Although first conceived as an April Fool's Day joke when the company introduced the funny, punny collection, it soon became clear that people did in fact want to dress their canine companions in AE apparel too. And so, taking its name from the original prank, American Beagle was born.

"Just in time for the holidays, you will be able to dress just like your best friend – man's best friend, that is," said the brand's style director, Preston Konrad. "This fun collection reflects the iconic elements of the American Eagle Outfitters brand reimagined for our favourite furry friends."

The collection lands in selected AE stores and online this week – and yes, they ship to Malaysia, so crank up the AC, bundle yourself and Fido up in woolly jumpers and pretend it's winter.

The brand has also been in news recently for the success of its airbrush-free adverts for the Aerie lingerie collection. AE executives reported that sales rose by nine per cent in the last quarter, which has been attributed to the positive response to the ads.

The brand left beauty marks and tattoos untouched in the visuals and didn't alter curves on the models' bodies. Looks like the public (or, you know, real people) really liked it, and it's heartening to see how public response can positively influence conversations about body image.

Now, will our furry friends like American Beagle enough to create a sales spike too? These fellas certainly look like they do.


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