US clothing company American Eagle Outfitters (AEO) has launched AE77, a new sustainably crafted premium denim label for men and women. As per a Spin Off report, the label offers timeless denim pieces and includes a repair and recycle concept. The collection leads with nine fits, advanced fits are made with vintage details and fabrics including selvedge denim.

AE77 also offers dresses and tops with feminine touches of lace, pintuck and ruffles as well as tops made of recycled cashmere, made in LA knits, Japanese flannel shirts, and vintage fleece. The label meets AEO’s highest water requirements, exceeding requirements for water recycling, water management, and wastewater. It uses sustainable techniques and machinery as well as green chemistry in jeans production to reduce or eliminate hazardous substances commonly used in the washing of denim. The fabrics are made from sustainable raw materials to all extents possible, including organic, recycled, or sustainably sourced through the Better Cotton Initiative.

The label will debut its first store in New York City’s SoHo neighborhood, with an e-commerce site to follow on October 15 and a second store by year end.