American Eagle Outfitters
The Turnaround — Knits, Sweaters & Fleece
Led design across an approximately $500M category, helping fleece, knits and sweaters become the #1, #2 and #3 departments in Women’s Tops — by rebuilding the people, standards and systems beneath the product, not just the product itself.
At American Eagle Outfitters, I led high-volume women's product categories while helping shape the creative environment around the work.
My impact extended beyond the product itself, building and developing teams, establishing clarity across functions, protecting creative workloads and creating stronger alignment between Design, Merchandising, Production and Operations.
The result was not only stronger product execution but stronger ways of working: teams with greater clarity, healthier collaboration, and the structure to hold creative ambition against the realities of a large, fast-moving global business. Below are a few select recent capsules out of so many over the 5 years in my role.
01
An exclusive sport-heritage collaboration between American Eagle and Umbro. I led the women's side — knits, fleece and sweaters — directing silhouette and colour, partnering with the graphics team to carry the football-club graphics across every style, owning the fit throughout, and presenting the collection to leadership to steer it to market.
02
A summer capsule in red, white and blue, reworked to feel current rather than novelty. I led the sweater story end to end — directing silhouette, colour, artwork, yarn development, and the stitch and tension of every piece, with the design, production and technical teams.
03
A Pride capsule made to be worn and meant, in rainbow knits and easy summer styles. I led the sweater story end to end — directing silhouette, colour, artwork, yarn development, and the stitch and tension of every piece, with the design, production and technical teams.
View Next Case Study
Under Armour