AUSTIN, Texas — With its new pop-up shop in Austin, American Eagle Outfitters is bringing together two of Texans’ favorite things: coffee and blue jeans.

The retailer is hosting an activation at 1224 South Congress Avenue from Thursday, April 4 to Saturday, April 6 to kick off its “Back to Blues” campaign and collection, according to Women’s Wear Daily.

It will serve up free Jo’s coffee and pastries in the 400-square-foot “American Eagle Café” where visitors can lounge or work while listening to a curated playlist. Some of the brand’s denim styles will be displayed throughout the shop and QR codes will direct customers to the American Eagle website to shop merchandise.

Through the activation, the company is hoping to draw in new customers and its target demographic: the Gen Z population that Austin holds by being a college city.

“As the number-one jeans brand for Gen Z, we aim to create an innovative space inspired by our denim assortment where our customers can come hang out with us,” said Craig Brommers, chief marketing officer of American Eagle.

Austin was named one of the top 10 best cities in the U.S. for Gen Z in June 2023, according to a study by Commercial Cafe.

It’s the company’s first activation in Austin, and it doesn’t plan to stop there.

“It’s a great way for us to test out the market and plan for future stores, events, pop-ups and more,” Brommers said.

The shop will be open daily from 9 a.m. to 3 p.m.