Coachtopia

Conceptualize and execute the brand identity Coachtopia, a new sub-brand from Coach, created as a discovery lab to pioneer circularity in fashion and as a collaborative platform for change. With a mission to help advance a circular fashion system, Coachtopia harnesses 80+ years of Coach leather expertise to reimagine the product lifecycle—reducing the creation of new materials by crafting with waste and designing products that can be reimagined, remade, and recycled to live multiple lives. The world of Coachtopia is built along with its Gen Z community—as one of the first fashion brands to be co-created with consumers.

"We were inspired by our shared desire to do better for the planet by inventing new circular ways of dreaming, designing, and creating. It's a bigger, bolder step forward in realizing our vision for sustainability at Coach, where we prioritize 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."

—Coach Creative Director Stuart Vevers

Actor Lola Tung, has been taking the lead in the launch campaign to help bring Coachtopia's mission of circular fashion to the world.

Coachtopia launch products sold out within days.
The Ergo bag was evident as the limited-edition styles sold out instantly.

"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."

—Joon Silverstein, SVP, Global Marketing, Creative and Sustainability at Coach and Head of Coachtopia.

Coachtopia partnered with product cloud platform EON to embed each product with a unique digital passport that gives consumers transparency into its materials, design, and impacts—and provides the means to follow each product’s circular journey.

On January 10, Coachtopia launched 'The Road to Circularity'—a Coachtopia docuseries that goes behind the scenes of our supply chain—taking a frank look at the problems facing the fashion industry, shedding light on our inner workings, and telling the stories of the people around the world working with us on our circular mission. The first episode, Making with Waste, hosted by Coachtopia community member and climate activist Aditi Mayer, takes the consumer to KH Exports in India, a family-run company working with Coach since 1987—and which Coachtopia has challenged to reimagine Coach waste as an inspiring raw material.

The Wavy Dinky bag, built for ease of disassembly and repair.

The Wasty Holiday Campaign: a heartwarming tale about rediscovering (reusing and recycling) your holiday spirit—starring actress LolaTung and a crafty new Coachtopia creature. Did you know up to 43% more waste is created during the holidays than at any other time of the year? It’s one reason why this season (and every season) we’re reimagining scraps and leftover materials, transforming them into beautiful things. So have a Wasty Holiday—help us build a brighter future for fashion.

Coachtopia products are made from upcycled leather scraps, and the design team receives a real-time inventory of the sizes and colors of leather scraps collected from factories. The team also makes 50 percent recycled leather from tannery offcuts. Each Coachtopia item features an embedded NFC chip.

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Translating Ideas and Brands into Digital Experiences.