Coachtopia has launched its innovative “Alter/Ego” collection, a transformative range of bags crafted from leftover leather scraps derived from iconic Coach styles, including the Tabby, Hampton, and Brooklyn Bags.
This collection marks a significant step in Coachtopia’s commitment to pioneering a circular economy in fashion, emphasising the ethos of reducing waste through creative design.
Accompanied by a compelling campaign titled “The Wasted Parts,” featuring actor and Coachtopia community member Lola Tung, the Alter/Ego collection not only showcases Coachtopia’s dedication to sustainable practices, but also engages a younger audience navigating the complexities of fashion and environmental responsibility.
The Alter/Ego collection comprises five unique bag styles, each crafted using Coachtopia’s signature Checkerboard Upcrafted Leather technique, which creatively reimagines small and irregular leather scraps that would typically go to waste. This collection features bags such as the Alter/Ego Checkerboard Shoulder Bag, Hobo Bag, Satchel Bag, Mini Satchel Bag, and Wavy Baguette, all of which uphold the high-quality leather standards synonymous with Coach.
Notably, these bags achieve a remarkable carbon footprint reduction of 59–80% compared to traditional styles made from new materials, showcasing a commitment to sustainable craftsmanship. Additionally, the pricing for each style reflects the production efficiencies derived from utilising these sustainable materials, making eco-friendly fashion accessible without compromising quality.
“Since we launched Coachtopia in April 2023, our mission has been to pioneer circularity in fashion by reimagining waste, design, and the end of life of our products—and the Alter/Ego collection is another step forward in that mission,” says Joon Silverstein, SVP Global Marketing and Sustainability at Coach and Head of Coachtopia. “We’ve moved from using pre-existing waste to anticipating future waste, striving to design it out from the beginning.”
The Alter/Ego collection represents a harmonious relationship between Coachtopia and Coach, integrating experimental techniques into the wider Coach ecosystem. This ongoing feedback loop fosters a more circular and zero-waste approach, reflecting a transformative shift in the fashion industry.
The collection’s launch is further brought to life through the campaign film “The Wasted Parts,” where Lola Tung portrays two alter egos—a climate-conscious Coachtopian and a fashion-forward Coach girl—intertwined through their shared love for sustainable style. The movie, which was directed by C Prinz, a choreographer and filmmaker from Los Angeles, captures the conflict Gen Z consumers have when trying to strike a balance between sustainability and style.
“My generation is increasingly aware of the impacts of our fashion choices, and I’m excited to help Coachtopia share this important story about production waste,” says Lola Tung. “Playing two distinct characters allowed me to visually express the duality of style and sustainability, showcasing how we can embrace both.”
The Alter/Ego collection and the accompanying campaign film, “The Wasted Parts,” which launched on 8th October, 2024, are now available for exploration and purchase on Coachtopia’s website and on Instagram at @CoachMalaysia.
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