How Ethical Is American Eagle?

As consumers become more aware of the ethical standards of the firms they support, many are asking uncomfortable questions. Among the many popular fashion businesses, American Eagle Outfitters (AEO) has received notice for its youthful looks and affordable costs. However, what is the brand’s stance on ethical problems like sustainability, labour standards, and environmental impact? In this article, we will look at how ethical American Eagle is by analysing its policies and performance across multiple dimensions.

Sustainability Initiatives
American Eagle has made some advances towards sustainability over the years. The company has pledged to reduce its environmental impact through a variety of projects, most notably its AEO Real Good collection. This line emphasises the use of more sustainable materials such as organic cotton, recycled polyester, and eco-friendly fabrics like Tencel. According to the brand, these products are made from at least 20% sustainable materials, which is a start in the right direction but not completely sustainable.

The company’s Water Leadership Program, which was started in 2017, promises to drastically reduce water use in the famously water-intensive denim manufacturing process. By 2023, American Eagle announced that over 10 billion gallons of water had been saved, and they aim to achieve zero water waste by 2025. Furthermore, the company has worked with water-saving projects such as the Better Cotton Initiative (BCI), which promotes sustainable cotton production worldwide.

However, the brand’s overall environmental impact leaves room for improvement. While some clothing lines embrace sustainability, many products are still made from synthetic materials like polyester, which are petroleum-based and contribute to plastic pollution. Moreover, the brand’s carbon emissions and renewable energy use are areas that need more transparency.

Labor Practices and Workers’ Rights
Ethical labour practices are essential components of any truly responsible business. American Eagle, like many other fast fashion stores, manufactures the majority of its goods in developing nations such as Bangladesh, China, and Vietnam, where labour is generally cheaper. This raises worries about how workers are treated throughout the supply chain.

American Eagle has a Vendor Code of Conduct that aims to ensure fair treatment of workers, including policies on working hours, child labor, and forced labor. The brand claims to monitor its suppliers and has programs in place to enforce these standards. Yet, the company has faced criticism for the lack of detailed reporting on the exact conditions of factories or the effectiveness of these monitoring systems.

According to some labor rights organizations, transparency is a key issue. While American Eagle is part of the Better Work Initiative, which collaborates with the International Labour Organization (ILO), it still does not publish detailed information about wages, safety conditions, or unionization rights in the factories it partners with. This makes it difficult for consumers to assess whether workers are being treated fairly and paid a living wage.

Another ethical concern is the reliance on third-party suppliers, which can make it harder for brands like American Eagle to guarantee labor standards across the board. Without more public disclosure of their factory list and more comprehensive audits, it’s challenging to verify how ethical the brand’s supply chain truly is.

Environmental Impact and Carbon Footprint
American Eagle has set high goals for reducing its entire carbon impact. In its most recent sustainability report, the corporation pledged to becoming carbon neutral by 2030. This involves lowering emissions from corporate activities and investing in clean energy.

To this end, American Eagle has implemented a sustainable packaging initiative, using recyclable and compostable materials to replace plastic in shipping and packaging. The brand also aims to divert 100% of waste from landfills by 2025.

While these goals are commendable, the brand has yet to provide clear timelines or measurable outcomes for some of its initiatives. For instance, the environmental impact of its extensive use of transportation — such as shipping goods from overseas factories — and the emissions associated with fast fashion consumption habits are aspects that need more attention.

Critics argue that while American Eagle has made a start, its actions may not be sufficient given the scale of its global operations. For instance, the brand does not offer a comprehensive recycling or take-back program, leaving much of its clothing destined for landfills at the end of its life cycle.

Animal Welfare and Use of Materials
There have been some advancements in American Eagle’s animal welfare policies. In keeping with the ethical fashion movement, the business has pledged not to use fur, angora, or exotic animal skins in any of its goods. Nevertheless, the business continues to utilise leather and wool, which in some situations are linked to worries about animal abuse and environmental damage.

As of right now, American Eagle lacks a policy guaranteeing the ethical origin of the leather and wool it utilises. In order to gain recognition as an ethical brand in this field, a company would have to implement more stringent policies regarding the procurement of materials originating from animals and switch to cruelty-free substitutes like vegan leather.

Social Responsibility and Community Engagement
On a social level, American Eagle has invested in a number of initiatives to help communities and promote social justice. Its Aerie Real campaign, which promotes body positivity and inclusivity, has resonated with customers, particularly young women. The advertisement showcases models of all sizes, skin tones, and disabilities, encouraging self-acceptance and questioning traditional beauty standards.

In addition, American Eagle has supported a variety of charity initiatives. During the COVID-19 pandemic, the business made and provided face masks to front-line workers. The AEO Foundation also funds educational projects and community-based programs in the United States. While these initiatives have a good social impact, they may not necessarily address the brand’s environmental and labour concerns.

Conclusion: Is American Eagle Ethical?
To determine how ethical American Eagle is, consider balancing its initiatives with areas where it still falls short. The business has made considerable efforts in sustainability, including water-saving measures, the Aerie Real campaign, and a shift to more eco-friendly materials. These are promising indicators that the company is adapting to consumer demand for more ethical fashion.

However, there is still much opportunity for development in terms of labour rights, environmental effect, and full transparency at American Eagle. The lack of precise reporting on production conditions, as well as the continuous use of environmentally damaging materials such as polyester, provide considerable obstacles. To really promote itself as an ethical brand, American Eagle will need to boost supply chain transparency, ensure fair salaries for workers, and set more ambitious environmental targets.

While American Eagle is making strides, it is not yet a completely ethical brand. Consumers wishing to support truly sustainable and equitable fashion may need to seek out companies with more stringent rules and practices across the board. Nonetheless, for people who already purchase at American Eagle, supporting the brand’s sustainable lines and lobbying for more transparency can help to drive positive change in the fashion industry.