American Eagle Outfitters recently has made efforts towards a new millennial-focused denim line. The brand's newest Fall 2017 collection, The New American jean, includes various innovative denim styles for both men and women.

The line hit stores recently with a range of 15 fits for women and 11 for men. The new collection focuses on back-to-school clothing offering new fits, fabrications, and washes. The denim has five rises in the form of jeggings, destroyed washes and variations of mom jeans for women. For men, the brand debuts black denim as well as slimmer fits and flex denim. The brand's campaign for this new collection will also feature a variety of "it" stars including model Amanda Steele, bull rider Bonner Bolton, activist Iska Lawrence, and more. The collection will show off the new styles with these brand ambassadors in untouched imagery and video.

"We are continuously evolving our technology to represent a new standard in denim," said Chad Kessler, American Eagle Outfitters Global Brand President. "With fit, quality, and value top of mind, we hope our jeans can inspire this generation to make their mark through creativity and self-expression."​

Known as a leading global specialty retailer, American Eagle seems to be upping its game with its new denim collection. With more than 1,000 operating retail stores in the U.S., Mexico, Canada, China, Hong Kong, and the U.K. It seems in order to fight the declining retail industry, the lifestyle brand is attempting release a newer, larger offering of denim.