American Beagle Outfitters Was No Joke… Really…

Apr 07, 2014 6:41 AM  By

Following a week of speculation over the authenticity of American Eagle Outfitters’ first canine fashion line, the brand revealed on April 1 that American Beagle Outfitters, originally meant to be a fun April Fools’ Day prank dreamed up in the spirit of fundraising for The American Society for the Prevention of Cruelty to Animals, will become a reality.

Due to incredible consumer response and demand, American Eagle Outfitters confirmed that the brand will premiere a limited edition line of canine clothing for Holiday 2014, the fashion retailer said in a press release.

Following the announcement of American Beagle Outfitters on March 24, shoppers were encouraged to sign up for the waitlist for a first look at the line, and received 20% off American Eagle purchases with $1 per order benefitting the ASPCA. As a result, the brand donated $100,000 to the cause.

“We originally felt that April Fools’ Day was the perfect opportunity for us to engage with our consumers in a fun, lighthearted way, all while supporting the ASPCA,” said Michael Leedy, Chief Marketing Officer of American Eagle Outfitters, Inc. “Due to the tremendous positive response and excitement from our customers for the American Beagle Outfitters line, we decided to make a limited edition collection for Holiday 2014.”

The limited edition doggy clothing line will debut in American Eagle Outfitters stores and online this Holiday 2014. In the meantime, customers can donate to the cause and view the American Beagle Outfitters collection and dogumentary at www.ae.com/dogs, as well as submit photos of their dogs’ style tied to their own #AEOStyle for a chance to be featured on the American Eagle website, www.ae.com.