The new sub-brand is also focused on appealing to Gen Z and those passionate about climate change. Coach hopes Coachtopia “resets the paradigm between brand and consumer, co-creating a new brand in collaboration with a growing community of Gen Z individuals- from climate activists, designers and upcyclers to journalists, film makers, entrepreneurs and fashion enthusiasts,” the release states. In face, the “Coachtopian community” was involved in creating Coachtopia from the start, sharing opinions and concepts for the line.

Each product in the all-gender collection comes with a unique digital passport that gives customers transparency into its materials, Made CircularTM design and impacts. Coachtopia is launching in the US, Canada the UK and later will expand to Asia.

Coachtopia is building upon investments that Coach is making to improve the sustainability of its business through projects like the Coach (Re)Loved program.

“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 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.”

The Coachtopia campaign celebrates the brand’s growing community by featuring nine Gen Z talents who represent a diverse range of voices and perspectives, along with Coachtopia designer Trey Denis and Coachtopia master craftsperson Mauricio Alvarado.

Campaign models include actress Lola Tung, sustainable fashion designer Maya Penn and a climate activist and creator Caulin Donaldson (a.k.a. Trash Caulin). There’s also graphic designer Sabrina Lau, vintage and second-hand boutique owner Natalia Spotts, fashion designer and upcycler Tyler McGillivary, climate activist photojournalist and speaker Aditi Mayer, makeup artist and designer Sinn Chhin, fashion designer, entrepreneur and model Rahmir Meggett.

Coachtopia products range from $20 stickers to $425 bags with prints ranging from checkers to cherries, flowers and more. As the sub-brand grows, it will continue to innovate through limited drops of experimental products that push circular craft ever further, with a commitment to take back every product at end-of-life for reuse, remaking or recycling.