Launched in tandem with the Fall ‘22 collection and the brand’s 80th anniversary, and surrounded by the hustle and bustle of London’s East End, the Tomorrow’s Vintage pop-up is hard to miss. The striking yellow storefront immediately catches the eye, drawing visitors in to explore a series of sustainable experiences within.
Inspired by Coach’s motto of “Wear It, Love It, Pass It On”, the pop-up celebrates the brand’s unwavering commitment to a better-made future.
Set inside an authentic, reimagined vintage storefront, inspired by the design of the first-ever Coach store in New York City, the pop-up embodies the collection’s themes of restoration, repurposing and reimagining and is constructed using a wide range of recycled and more eco-friendly materials; from water-based primers, paints and adhesives, to recycled furniture and LED lighting.
Inside, visitors can participate in the circular future of luxury fashion. First stop, The Coach Exchange.
Here, owners of Coach handbags can trade in their pre-loved pieces to be reused, repurposed or recycled, in exchange for store credit. The Coach ‘(Re)Loved’ collection is proudly displayed nearby, showcasing a unique, limited collection of one-of-a-kind pre-loved handbags, meticulously restored by the craftspeople at Coach.
Amongst reused, vintage fixings, furnishings and items, shoppers can take their Coach bags for a refresh at the dedicated craftsmanship bars, and get involved with Coach’s ‘Coach Creates’ customisation service, collaborating with local artists to give customers a makeover of their beloved bags.
The Tomorrow’s Vintage project also sees Coach collaborate with New York record label Big Crown Records and design collective Heated Words to create customised playlists and vintage t-shirts for customers.
As a Certified B Corporation, this collaboration particularly aligned with our vision for a more sustainable and thoughtful fashion industry, and epitomised the coming together of both a highly creative vision and execution, and a care and respect for materials, processes and products.
At the end of the pop-up, as part of Coach’s commitment to circularity, they have pledged to recycle or return everything used so it can be repurposed again.
