Coach, the American fashion label, has launched its sister brand, Coachtopia, which aims to establish itself in the world of sustainable luxury. The brand, which was born out of collaborative creation on Slack and circular craftsmanship, is dedicated to using recycled, reused, or renewable materials. Coachtopia ensures that its leather products are made from a minimum of 50% Coach production remnants or partner recycling centers, while its t-shirts and hoodies are composed of 95% recycled cotton. The brand’s canvas bags strive to incorporate 100% recycled polyester.
One of the key features of Coachtopia is its focus on deconstructibility, repairability, and redesign. All items are designed to be easily taken apart, repaired, and reconstructed with removable parts. To ensure traceability, each product is equipped with an NFC chip, and customers can also exchange their items in a Coach store for store credit, regardless of its age or condition.
Joon Silverstein, Senior Vice President of Global Marketing, Creative & Sustainability at Coach, has been appointed head of Coachtopia. He emphasizes that the brand aims to reinvent the relationship between the brand, the planet, and the consumer through circularity.
In order to foster a more open-source approach to creativity, Coachtopia has created its own community by bringing together around a hundred profiles from Generation Z using Slack. This community includes climate activists, designers, entrepreneurs, journalists, filmmakers, and consumers. They are invited to contribute to the development of collections and campaigns, enabling a collaborative and inclusive creative process.
The launch of Coachtopia reflects Coach’s ongoing commitment to sustainability, following initiatives such as (Re)Loved, a solution dedicated to the revaluation of the brand’s bags. Coach faced criticism in late 2021 for destroying unsold products but has since implemented the Coach (Re)Loved Craftsperson apprenticeship program, focusing on the repair, upcycling, and recycling of used items. The brand recognizes the challenges of circularity and aims to integrate it from the early stages of the design process.
Initially available in the United States, Canada, and the United Kingdom, Coachtopia plans to expand its presence in Asia by the end of the year. In addition to online sales, the brand will establish dedicated retail concepts.
For more information on sustainable fashion and circular craftsmanship, visit these links:
1. Vogue Business – What Is Circular Fashion and How Do You Do It?
2. Business of Fashion – How to Make a Fashion Brand More Sustainable
