Coach rolls out Coachtopia via Selfridges' Worn Again project
Continuing its link-up with Selfridges — whose London branch hosted the label at launch as the key UK stockist — the sub-brand has also arrived in Selfridges Birmingham Bullring, Manchester Trafford Centre and Manchester Exchange, as part of the department store chain’s Worn Again scheme.
It’s opened immersive pop-ups that will run until 2 July, showcasing the collection’s bestselling accessories and clothing, “created from waste products for multiple lives”.
Coachtopia is “focused on circular craft and collaborative creativity, catalysing the brand’s progress towards a fully circular business model”.
It’s also currently available on the parent brand’s webstore in the US, Canada and the UK. Coach House Regent Street has also launched it in London this month and Coach Soho, New York will debut in July. Coachtopia will also expand to Asia later this year.
The launch was a big move on the sustainability front for Coach. The youth-focused bags line is priced a little below the wider brand offer and uses waste materials for its construction. It also takes a simpler approach to bag construction that allows repair and easy re-use of materials at the end-of-life stage.
Targeting Gen Z, the demographic was heavily involved in the development of the sub-brand and those consumers are also the key players in the marketing plan.
“We were inspired by our shared desire to do better for the planet by inventing new circular ways of dreaming, designing and creating,” said Coach Creative Director Stuart Vevers. “It’s a bigger, bolder step forward in realising our vision for sustainability. 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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