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Yellowberry, a company that makes cute, modest, high-quality bras for preteens, has partnered with Aerie. Targeting girls age 11 to 15, Aerie for Yellowberry has created a new demographic for the American Eagle Outfitters' extension beyond their current 15 to 25 target demo. The brand will send an empowering message to young girls and introduce them to the Aerie brand early on.
Source: Fast Company 5/4/15