Two years after the launch of their Coach Reloved Campaign, Coach New York is back at it again and kicking off a new sustainably smart sub brand named Coachtopia. Coach is introducing it’s Coachtopia brand as a circular business model.
Circularity is about reimagining not just the product lifecycle but the relationship between brand, planet, and consumer,” says Joon Silverstein, the SVP of Global Marketing and Creative and Sustainability at Coach and Head of Coachtopia, via their press release. Instead of trashing old bags, Coach is “reimagining” those bags and remaking or upcycling them into something new.
Customers who’ve purchased Coach bags can opt to recycle them by sending them into Coach. When this is done, Coach does not have to source new materials to create a bag. They simply use scrap and waste leather to create the new and trending. Utilizing new materials contributes to 38% of the fashion industry’s greenhouse emissions. It enables them to use the old materials from a handbag that they previously made to form a new piece.
The Coachtopia sub brand is marketed towards the up and coming generation, Gen Z. Designers, consumers, partners and thinkers make up the community at Coachtopia. Coach values the opinions and ideas of the community who are consistently making clear ideas and concepts that will continue to grow Coachtopia.
The end goal of Coach is to ultimately help the planet and to do their part to make a better future for all. For that—we completely applaud Coach for taking an active stance to better the earth. They aren’t simply focusing on minor green elements such as packaging but are actually changing and creating more ethical practices within the company.
After visiting the Coachtopia website, one can view bags by category which includes "recycled" and "upcrafted." A number of colorful, cute handbags are listed in the “Ergo” design. Sabrina Lau, contributed to some of the designs featured in the Coachtopia collection. A few designs feature fruit and vegetable prints and others have designs showcasing colorblocking. Some of the fruit bags would remind the bag obsessed of Louis Vuitton x Takashi Murakami SS03 collection that featured cute cherry prints.
Bags featured in the Coachtopia collection begin at $250. There are also tote bags that can be purchased for $195. Practically all of the bags have sold out within 24 hours of their release! The "upcrafted" category features bags with abstract, checkered and colorful designs, all of which have also fully sold out! Hey, Coach..maybe produce more bags next time?
Higher end brands could stand to take note from Coach and their new MADE circular model which incorporates the practices of recycling, repurposing and reusing. Hopefully, other design houses in the fashion industry can adopt these principles into their productions facilities. Coach is proof that it can work and consumers will continue to not only patronize but fully support a sustainably centered mission from their favorite brands.
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