Coach has just launched its brand new sub-brand Coachtopia. Founded upon circular craft and collaborative creativity, Coachtopia is created by and for Gen Z, operating on a completely circular business model.
Embracing our generation’s value, Coachtopia puts sustainability without compromising creativity first. The new label finds itself built upon Coach’s Made Circular™ brand philosophy, which aims to reduce waste to a maximum by redesigning old products using waste materials while keeping in mind how those products can be reused and recycled.
By reimagining the lifecycle of a garment, Coachtopia has become a hub of innovation, sparked by its community. From climate activists, designers and journalists to overall fashion enthusiasts, the Coachtopian community, which is largely made up of Gen Z, has been collaborating with the American brand for this new venture. Sharing perspectives, ideas and designs, the two have come together to envision and execute the future we want to see from the fashion industry.
As is sustainability, Coachtopia remains a work in progress, always open to hearing about innovative improvements that can be implemented into its circular business. Learning through Coach’s (Re)Loved program, which has offered a second life to over 20,000 Coach products, the brand has been able to understand and come up with ways to overcome challenges faced along the way.
Joon Silverstein, the head of Coachtopia, stated “Circularity is about reimagining not just the product lifecycle, but the relationship between brand, planet and consumer”, which is why Coachtopia serves as both a “discovery lab” and “collaborative platform”. She goes on to say “We’re building [Coachtopia] 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”.
Coachtopia’s sustainable efforts aren’t just about the products but also its consumers, which is why its debut collection remains genderless. Made out of recycled, reusable and repurposed materials, the collection includes an array of ready-to-wear and footwear pieces, as well as a range of accessories and bags. Now available on Coach’s website in the US, Canada and the UK with a special Selfridges pop up that includes exclusive products, and with plans to expand to Asia this year.
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