American Eagle Outfitters is doubling down on denim — and inviting students to do their laundry for free. The teen retailer, which is celebrating its 40th anniversary, has transformed its store in Manhattan’s Union Square area into a new concept called AE Studio. Opened last month, the focal point of the store is the first-floor “jeans gallery” where customers engage in an experiential shopping environment featuring American Eagle’s denim collections. The on-site “Maker’s Shop” features options for customers to personalise their jeans. The revamped store features a “laundry wall”, or a wall of washers and dryers, where students can do their laundry for free. While they wait, they can hang out with friends or study in the studio bar and seating area, which provides a view of Union Square. The space also boasts an on-site social media team who will have a work space to directly engage with customers, creating content in real-time.

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