Published 1 month ago.
About a 4 minute read.
'The Road to Circularity' takes a frank look at the problems facing the fashion industry and
the mindset shifts required to pioneer circular solutions for the future.
Today, Coachtopia launches “The
— a new docuseries that goes behind the scenes of the circular processes involved
in making Coachtopia items, to shed light on rarely documented aspects of the
global fashion industry.
Launching today with its first episode — hosted by sustainable fashion advocate
and Coachtopia community member Aditi
Mayer — the series charts a course
across the globe to discover the people and partners who are collaborating with
Coachtopia to make circularity at scale a possibility. From the outset, the
series takes a frank look at the problems facing the fashion industry and the
mindset shifts required to pioneer circular solutions for the future.
A circular, community-powered, Gen Z-focused
of luxury fashion brand Coach launched in April 2023, Coachtopia reimagines
the product lifecycle from end to beginning — 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 brand works closely with its
global community of influencers to increase awareness and understanding of
circularity and its role in decreasing the many impacts of the fashion industry.
In November, Coachtopia’s “A Wasty Holiday” campaign — featuring actor and
community member Lola Tung
alongside a creature named "Wasty," constructed of leftover materials —
highlighted the fact that up to 43 percent more
is created during the holiday season, but that circular brands such as
Coachtopia can turn "all that waste into beautiful things of impeccable taste.”
“Since the founding of Coachtopia, we’ve been working closely with a wide range
of inspiring young leaders through our Beta Community — and we have heard how
frustrating fashion’s lack of transparency can be to this generation,” says
Joon Silverstein, SVP of
Global Marketing and Sustainability at Coach and Head of Coachtopia. “That’s why
we launched ‘The Road to Circularity’ — to go places where fashion doesn’t
typically go, to explore the challenges facing our industry, and to show what it
means to reconsider the usual fashion narratives and systems with circularity in
mind. We’re excited to share our work-in-progress — because we know that to
tackle climate change, we can’t be afraid to take bold if imperfect steps — and
to be honest about how far we have to go. It’s our way of using brand
storytelling to shed light on bigger issues and to spark conversations that have
an impact beyond Coachtopia.”
Join us for a transformational experience at SB Brand-Led Culture Change — May 8-10 in Minneapolis. This event brings together hundreds of brand leaders eager to delve into radical lifestyle shifts and sustainable consumer behavior change at scale. The trends driving cultural acceleration are already underway, and you can be at the forefront of this transformative movement.
In Episode 1, “Making with Waste,” Mayer is in Chennai, India, to visit
KH Exports — a family-run leather manufacturing company
that has been working with Coach since 1987, and which Coachtopia has challenged
to reimagine Coach’s leather waste as a unique raw material. As Mayer follows
KH’s craft processes — from the careful sorting of waste in its “leather scrap
yard” through to product prototyping, material design, production and more, —
she explores the possibilities of making with waste and uncovers the personal
stories of the community of designers, craftspeople and producers that are
tackling some of these challenges with passion and ingenuity.
As she does so, she learns more about the innovative techniques behind
Coachtopia’s Upcrushed™ Upcrafted
— which, using heat and pressure, transforms irregular scraps of leather waste
leftover from Coach production into beautiful, suede-like materials, each with a
unique pattern and finish. She also discovers the many ways in which the path to
circularity requires both brands and consumers to challenge perceived
notions—for example, the idea of “perfection” in fashion.
“It’s startling to think that — because of our cultural mindset around
perfection — the natural grain of leather can be seen as a defect, leading to
more waste,” Mayer says in the episode. “It makes me realize that circularity is
not just about changing the way we make, but changing the way we think.”
As the series continues, “The Road to Circularity” will continue to tell stories
like these — with the goal of helping to accelerate change by challenging the
predominant narratives of how fashion is produced and consumed.
“Coachtopia began with the inquiry of whether we can minimize the use of virgin
raw materials in fashion,” Mayer says. “It’s been fascinating learning about how
that quest translates to every part of the supply chain: from sorting,
designing, to quality control. It reveals how circularity isn’t just a shift in
operations, it also demands that brands and storytellers alike champion a new
culture: one that rewrites how we view ‘waste.’”
Episode 1 of “The Road to Circularity” — made in partnership with production
company Special Order and director Christina
Burchard — was released today on Coachtopia’s
social channels, with the next episodes
to follow later this year.
Published Jan 10, 2024 2pm EST / 11am PST / 7pm GMT / 8pm CET