COACHTOPIA Bags 'Think Different' Praise for Fashion Brands of Scale AOC Fashion

On the rarest of occasions, AOC wakes up to a significant new reality in fashion world, a radical process that turns everything upside down. Going foward, we will share the news by playing probably the most important marketing video ever to date ‘The Crazy Ones’.

Today, April 24, 2023 Anne of Carversville shares ‘The Crazy Ones’ worthy: COACHTOPIA.

We will also make an unpaid-for, informative video of the post for AOC’s Pinterest — and our Pinterest banner the entire month of May will support COACHTOPIA. It’s our way of saying ‘thank you’ for thinking different.

Lastly, we will track the project regularly and report on its progress in a special section of the AOC landing page — THINK DIFFERENT — again without compensation.

This idea has been in the planning for some time, but the facts of the COACHTOPIA process as detailed by Vogue Business are downright inspiring for all business types to digest and take action on.

We will become a COACH affiliate —being already approved through the platform — but we will only promote COACHTOPIA and other Coach products that have sustainable credentials.

I was contacted by COACH earlier this year about a cashmere post and refused to take it. If COACHTOPIA can do recycled cashmere or a similar ethical cashmere in good standing with the community, Anne of Carversville will become a devoted advocate for the collection.

It’s our obligation as citizens of Mother Earth to move forward the global civilization destroying her. We want to give hope to the earnest, environmentally-conscious young people not bagging daily loot from Schein on TikTok that we are listening. And we are taking actions that match our words for them and the futures of all our children.

Yes, Governor DeSantis, we are The Wokes. And you are no Steve Jobs.

A defining component of Coachtopia, Joon Silverstein, SVP, global marketing, creative and sustainability explained to Vogue Business, is that it is built as a “community” and has invited a “beta community” of Gen Z environmentally-conscious, individuals to collaborate and give feedback on Coachtopia concepts and products.

Emerging artists will be key players in future product drops and design collaborations.

COACHTOPIA AT SELFRIDGES&CO London

COACHTOPIA has opened a shop at Selfridges in London and the shop design carries the same circularity concepts:

- Bright signs made from neon leftover offcuts
- Fixtures made with pressed leather materials (created with leftover @coach bag scraps)
- Trays made from recycled textile offcuts
- Hangers made from recycled 98% cardboard
- Modular furniture that can be taken apart and used elsewhere

Alright, America and all our global friends. Can we please give COACHTOPIA a bloody IG like!!!

True Love with Kind Criticism

I’ve been thinking about LOEWE Paula’s all week, after reading more about the history of Ibiza with the new 2023 campaign post. And I adore the heck out of LOEWE, doing fantastic sustainability work in their fragrances and home accessories.

But AOC notes that in the first three items listed under ‘New’ on the Selfridges website, COACHTOPIA’s Ergo, grained leather shoulder bag and MARINE SERRE’s Moon-print V-neck cotton-blend blazer carry the PROJECT EARTH designation. The LOEWE Oaula’s Ibiza Fringe Square leather bucket bag does not. Do we care?

Call it “tough love” because I truly like — or love — brands that I may criticize — LOEWE being today’s example.

With COACHTOPIA:

Coach flipped its traditional production process on its head. Rather than a vision and a sketch, designers started with scraps on a cutting room floor. The handbags are made almost entirely from materials that were destined for landfill, with excess leather fragments arranged into vibrant floral patterns and zipper tracks repurposed into embellishments. The waste-forward products are a bid to transform the supply chain and move toward a circular industry, Coach says to all press.

Meet the Ellen MacArthur Foundation

The New York Times took up the COACHTOPIA case last Thursday. The headline was a dose of elite cynicism: Can Coach Get Shoppers to Buy Bags Made From Waste Scraps? At least it didn’t say “decayed mushrooms”.

Jules Lennon, fashion lead at the Ellen MacArthur Foundation, a charity that focuses on the circular economy, told the Times that Coachtopia was a great starting point. She called it a “major step forwards on Coach’s pathway” to better business practices.

Lennon was also clear that others are doing even better, citing Timberland. The company’s goal is for all products to be designed for circularity and all its natural materials to be sourced by regenerative agriculture by 2030.

We ALL must do better, and that includes AOC, in promoting and free marketing companies who are truly trying to breakthrough towards a circular economy. This video breaks the concept os a circular economy down in very easy to understand terms. ~ Anne