Your outfit, your network

Hipster retailer American Eagle has launched a division to create entertainment content for online and interactive media, reports Variety.

The new unit, dubbed 77E, will produce original series for the retailer's website as well as content for events it sponsors. Some of that could eventually be transitioned into TV or film properties.

Original series such as It's a Mall World, its first project, will likely be distributed on the AE.com site and through video portals like YouTube and others. It's a Mall World also aired during some MTV programming on television.

American Eagle is undertaking the venture to find alternative paths to connecting with young consumers who might be tuning out traditional marketing.