Coach launches new “circular craft” based sub-brand
Luxury brand Coach has launched a new sub-brand called Coachtopia which has a focus on “circular craft and collaborative creativity”.
Initially rolling out in the US, Canada and the UK, Coachtopia will expand into Asia later this year.
Coach said the brand has its own Made Circular design philosophy based on a set of three principles that inform how it designs, crafts, and reuses products. It also aims to reshape the product lifecycle from end to beginning as it looks to reduce the creation of new materials by crafting with waste and designing products that can be reimagined, remade and recycled.
Joon Silverstein, SVP for global marketing, creative and sustainability at Coach and head of Coachtopia, said: “Circularity is about reimagining not just the product lifecycle, but the relationship between brand, planet and consumer. That’s why we’ve created Coachtopia as both a discovery lab to pioneer circularity in fashion and a collaborative platform for change.
“We’re building it not just for our consumers, but with them, inviting a growing community of hundreds of Gen Z individuals to join us on our Slack channel, collaborate with us on products, take centre stage in our content and campaigns—and reimagine our future together.”
The brand has launched with an all-gender collection of bags, accessories, ready-to-wear and footwear items made with recycled, repurposed and renewable materials.
Coach creative director Stuart Vevers said: “It’s a bigger, bolder step forward in realising our vision for sustainability at Coach, where we prioritise experimenting and learning, and ethical design intentions over cookie cutter perfection. Coachtopia takes this to a new level by challenging us to ‘design in reverse,’ with the end goal of circularity top of mind, in collaboration with the next generation and their optimistic vision for tomorrow.”
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