The iconic fashion retailer has committed $1.6 million to actress Glenn Close’s Bring Change to Mind nonprofit since 2021 to address the growing mental health crisis among young people.
American Eagle, a brand synonymous with youthful style and self-expression, is taking a bold step to champion a cause close to the hearts of its customers: mental health. The newly launched AE Foundation is making a significant commitment to supporting the well-being of young people, with a focus on fostering open conversations and increasing access to vital mental health resources. Unveiled on Oct. 10 — World Mental Health Day — this initiative has a special connection to Hollywood heartthrob Chase Stokes, who played a pivotal role in bringing American Eagle and its first grant recipient, Bring Change to Mind (BC2M), together. Since 2021, American Eagle has contributed an impressive $1.6 million to support the mission of this impact-driven nonprofit, demonstrating its long-term commitment to making a tangible difference.
“The mission of the AE Foundation is incredibly meaningful to me. Not only does it reflect our commitment to fostering resilience and support for our customers–it is deeply personal,” said Jay Schottenstein, Executive Chairman of the Board & Chief Executive Officer, AEO Inc. “We recognize there is a huge opportunity to end the stigma and create a generational shift in how we navigate the complexities of mental health. In 2021, my family made a substantial contribution to establish the Jeffrey Schottenstein Program for Resilience at The Ohio State University to support students facing mental health challenges. Through this work, and now with the launch of the AE Foundation, millions of today’s youth will know they are not alone.”
“In recent years, young people have faced unprecedented challenges, contributing to a surge in mental health issues,” says Jennifer Foyle, President and Executive Creative Director of AE & Aerie. “Now more than ever, it’s crucial for us to help our customer and associate community prioritize their well-being and encourage open conversations about mental health.”
The mental health crisis among young people in the U.S. is alarming and demands urgent attention. Nearly 20% of children and adolescents aged 3-17 are grappling with mental, emotional, developmental, or behavioral disorders, a figure highlighting the growing challenges this generation faces. Suicide rates among high school students saw a troubling 40% increase over the decade leading up to 2019. Additionally, bipolar disorder affects nearly 3% of adolescents, while Stanford data shows the hospitalization rate for eating disorders has skyrocketed by six- to seven-fold since 2010. ADHD diagnoses affect over 11% of children aged 3–17 years, further underscoring the critical need for comprehensive mental health support. These statistics reflect a deepening crisis that illustrates how the AE Foundation can support young adults grappling with a range of mental health challenges.
This new commitment isn’t just a philanthropic afterthought. It’s deeply intertwined with American Eagle’s business strategy and brand identity. “Earlier this year, we unveiled our ‘Live Your Life’ campaign, encouraging today’s digital generation to embrace optimism, culture, and connection,” Foyle explains. The AE Foundation underscores this message by providing tangible support for mental health, she says.
The foundation’s first major initiative is a $100,000 Signature Grant to Bring Change to Mind, a nonprofit co-founded by award-winning actress Glenn Close that focuses on destigmatizing mental illness and empowering young people to become mental health advocates. This grant will expand BC2M’s high school program, which has already made significant strides in creating more empathetic and stigma-free school environments.
For Foyle, American Eagle’s first days working with Bring Change to Mind back in 2021 marked a “perfect pairing.” “We share their commitment to mental health awareness and acceptance,” says Foyle. “It’s an honor to be the largest corporate donor in their history.”
This partnership was sparked by actor and activist Chase Stokes, who was featured in American Eagle’s 2021 spring campaign and brokered the brand’s introduction to BC2M. Stokes, known for his starring role in the popular Netflix series “Outer Banks” — season four premieres Oct. 10 — is a vocal advocate for mental health, making him a natural fit for the brand and its mission.
Craig Brommers, Chief Marketing Officer of American Eagle, says the actor and mental health ally is just the kind of “authentic” voice the brand looks to bring to the forefront. “Chase Stokes is the perfect example of someone who truly embodies our brand ethos and values,” says Brommers. “His advocacy for mental health and his genuine connection with his fans align with our values to encourage self-expression, confidence, and positive well-being.”
The choice of BC2M as the first recipient is further amplified by the organization’s connection to renowned actress Close. The “Fatal Attraction” star, who has been open about her family’s experience with mental illness, co-founded BC2M to break down the stigma and encourage dialogue. “We greatly admire Glenn Close and her family for establishing Bring Change to Mind,” says Foyle. “They have shown unwavering resolve to expand mental health awareness. Bring Change to Mind is doing incredibly important work, and it means so much that American Eagle, and now the AE Foundation, can help shine a light on a cause that is important to our customers and associates.”
Close adds, “I am eternally grateful for American Eagle’s support in bringing mental health conversations and peer led action to young people across the country.”
This partnership will be celebrated at BC2M’s Oct. 10 “Revels & Revelations” fundraiser in Woodside, Calif., a star-studded event dedicated to supporting teen mental health. Close and the BC2M board will host the event, where actress, comedian, and “Parks and Recreation” star Amy Poehler will be honored with the Robin Williams Legacy of Laughter Award, and BC2M ambassador and “Whose Line Is It Anyway?” funnyman Wayne Brady will receive the Champion of Change Award. Brommers will also be on hand to officially announce the launch of the AE Foundation and present BC2M with its $100,000 Signature Grant.
But the support for youth mental health doesn’t stop there. The AE Foundation has a long-term vision to make a lasting impact. “On Giving Tuesday (December 3rd), we will announce a second Signature Grantee for the 2024 holiday season,” Foyle reveals. “We will periodically issue Signature Grants of up to $100,000 to national organizations that support the mental well-being of young people by ensuring they have access to the resources they need.” This commitment to ongoing support ensures that the AE Foundation will continue to be a force for positive change in the mental health space.
The AE Foundation’s impact will extend beyond national partnerships. Community Grants — up to $15,000 apiece — will empower local organizations across the U.S. and Canada, allowing American Eagle’s store teams to directly support mental health initiatives that benefit their own neighborhoods. This localized approach ensures that critical resources reach those who need them most. The brand will also actively encourage store associates to participate in volunteer service projects with nonprofit organizations that align with the mission of the AE Foundation.
“We’re just getting started,” Foyle emphasizes. “We have big plans to expand our reach and support. The AE Foundation formalizes our philanthropic efforts and underscores our pledge to champion mental health, empower authenticity, and uplift our community to create a better future for all.”
This initiative reflects a growing trend of big brands recognizing their role in supporting the well-being of their customers, particularly Gen Z, who are increasingly vocal about the importance of mental health. By aligning its business strategy with social responsibility, American Eagle is not only making a positive impact but also deepening its connection with its target audience. As Foyle puts it, “We make clothes that make you look good and feel good. And feeling good is a crucial component to building confidence and boosting self-esteem, which is especially important for one’s mental health.”
With the launch of the AE Foundation, American Eagle is demonstrating that true style goes beyond outward appearances. It’s about fostering inner strength and empowering young people to live their lives to the fullest. Foyle says, “I am incredibly proud of the positive impact that our brands are making for our customers and in the communities where we live and work.”