What will retail brands of the future look like?

There is a shift happening in our industry.

Our collective priorities are changing. Purpose driven brands are growing in market share, fuelled by Gen Z’s desire for change. Forward thinkers are dipping their toes in new, exciting and responsible ways of working, testing new business models and learning as they go.

We’re learning too, exploring how spaces can tell sustainable and circular stories in truly authentic, engaging and immersive ways. Circularity is becoming a movement rather than just a buzzword.

Frame Magazine said of our latest project “StudioXAG’s forward-thinking approach, demonstrated by its B Corp certification, integrates Coachtopia’s innovative ambitions within the circular design of its Selfridges store, making a powerful and convincing statement about the brand’s role in the future of sustainable fashion.”

We’re starting to see what brands of the future will look like, and how they will operate.

It’s exciting.

Scroll on to have the first look.

Gemma Ruse
Co-Founder + Creative Director

Coach has taken steps towards a circular system with its innovative new sub-brand, aimed at a younger audience. Coachtopia is a testing ground for more circular design and production models crafted from reused leather bags and recycled materials.

Frame Magazine said that Coachtopia at Selfridges “helps normalise sustainable retail design”, asking the question: how can we move away from seeing sustainable design as a gimmick or an afterthought, and begin to approach every project with sustainability at the core of the product and storytelling?

Explore the project

Our in house carbon data insight tool, used daily on every project we build. It enables us to demystify the data so you don’t have to, unlocking its value to work smarter and drive change faster.

In partnership with our clients, we’ve measured over 150 tonnes of carbon on our projects in the past year. Thanks to our pledge to give back to the Earth more than we take, we’ve offset double that amount.

Find out more

XAG Loves: Holly Shelton-Newlove

Our Studio Assistant Holly casts a spotlight on some fellow B Corp’s making waves.

We were especially taken by AdCO’s ‘Plastic Rivers’ collection of rugs woven from recycled plastic waste yarn that portray a series of images of polluted rivers. A lesson in how to turn waste into beautiful covetable objects with a purposeful message.

Find out more

Sky High Farm Workwear

A brand of the future – Sky High Farm Workwear is a unique fashion label, which funnels half its profits into a non-profit working farm in upstate New York that grows food solely for donation to those in need.

The fashion forward collective, who already has a Balenciaga collaboration under their belt, is showing that purposeful business can subvert the old codes of sustainability towards something much cooler.

Take a look

Our Senior Strategist Daniel sits down with Frame. Discussing everything from how we use our businesses as a force for good, to our work with Choose Love, and the difference being a B Corp has made to our studio.

“The certificate has given us a framework to live by….It’s changed our approach to projects, giving us greater confidence in suggesting new ways of working with our clients and offering our expertise and credentials to reassess the sustainability of our projects.”