This article was compiled with the help of generative AI based on data and analysis that is original to EMARKETER.

American Eagle is taking a new route to reach its Gen Z audience—through the written word. The retailer, known for its popularity with young consumers, has launched a Substack newsletter called Off the Cuff, partnering with respected Substack writer Casey Lewis.

Though Substack may not be the first choice for brands to reach Gen Z, its appeal is rising among the younger generation.

• “Substack has millions of unique users and Gen Z is really emerging as a [driving] force,” said Craig Brommers, CMO at American Eagle.
• He noted that Off the Cuff targets Gen Zers interested in “slowing down, in leaning in and getting a little bit deeper into a topic.”

That doesn’t mean American Eagle is pulling back on other platforms—the “endless social scroll” isn’t going away anytime soon, said Brommers—but staying ahead of the curve is a key priority for the brand.

• “We were the first brand on BeReal, we were the first brand on Lemon8, we were the first brand on Roblox,” said Brommers, adding, “If you don’t innovate, you will die with this audience.”
• Not every experiment paid off—but that’s not the point.
• “You learn something, you know, when it doesn’t go the way that you had hoped as well,” he said.

Authenticity through collaboration

A key ingredient in making Off the Cuff resonate is its collaboration with Casey Lewis.

• Known for her trend-savvy and editorial credibility, Lewis lends an authentic voice that marketing departments struggle to create.

The newsletter isn’t about pushing products or offering promo codes—it’s about cultivating curiosity, sparking conversation, and telling stories.

“We really wanted to make this feel like a group chat, and you were just sharing interesting anecdotes with a group of friends,” said Brommers. “We wanted to go a little bit deeper and share parts of our brand that we don’t on other platforms.”

• That philosophy came through in the newsletter’s first post, which tackled the rise of jean shorts—aka jorts—among Gen Zers.
• Instead of just showcasing looks, the piece shared search data and cultural context.
• “These are facts and figures that, American Eagle, we normally wouldn’t share,” said Brommers. “But [it] felt like something you might do in a group chat with friends of like, ‘Oh my gosh. Did you see that George searches up 200% or whatever it is?’”

Defining success, loosely

While Off the Cuff is in its early stages, the American Eagle team is taking a long view. Rather than obsessing over metrics from day one, they’re watching, listening, and adapting.

• “Of course, we will look at some subscriber growth, engagement, and opportunities to co-author,” Brommers said. “But I guarantee you something is going to hit us that we’re like, ‘Wow, I didn’t really expect that.’”

For brands considering a foray into Substack or any new channel, it’s important to keep in mind that not everything will go smoothly right away.

• “You have to go in humble. You do have to expect that you’re going to bump into some walls along the way,” said Brommers.
• Innovation means being okay with uncertainty—and having leadership that supports experimentation without guaranteed ROI.
• “There are such interesting things that happen when you try something new,” he said.