By Daniel Hunter

After taking the so-called 'Normcore' market by storm, US jeans giant American Eagle is coming to the UK.

American Eagle has established itself as one of the biggest clothings brands in the US with the "All-American" look of jeans, check shirts and branded hoodies.

But it is now looking to capitalise on the rising popularity of the so-called 'normcore' look, where people prefer unbranded clothes like jeans and a plain t-shirt or shirt.

The "true American lifestyle brand" already has a "level of demand here" in the UK, according to Simon Nankervis, the head of American Eagle's international business. He said that 'British Eagles' are paying customs duties and shipping costs after ordering its clothes from the US.

US investment bank Piper Jaffray recently conducted a survey which placed American Eagle as the second favourite brand amongst young fashion shoppers, behind Nike. Abercrombie & Fitch, which has grown in popularity in the UK in recent years, didn't even feature in the top 10.

Mr Nankervis said American Eagle would be adapted its ranges to the UK, or more specifically London, market.

“It’s not a case of what you see in Indiana, you see in New York and you’re going to see in London,” he said.

“Our ranges will be differentiated because the guy in London wears his jeans tighter and the girls [follow] trends a lot quicker because of the proximity to Europe. It will be closer to what we do in New York than Middle America.”

American Eagle is due to open stores in the two Westfield shopping centres in London and Bluewater shopping centre in Kent.

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