Coach brings circular programme to London with new pop-up store – Vogue Business

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Coach’s first London pop-up brings repairs, upcycling, customisation and leather care to the forefront as part of its (Re)Loved circular programme.

The pop-up concept store, called Tomorrow’s Vintage, is now open through 16 January in East London’s Spitalfields Market. A range of services will be available at the pop-up including leather care, monogramming services and customisation options. Leather and personalisation workshops will also be available, and local artists will be available to embroider leather goods.

Coach’s pop-up concept store, Tomorrow’s Vintage, is in Spitalfields Market in East London.

Photo: Harry Adams

The (Re)Loved programme, which was first introduced in April 2021, works through four pillars: upcrafted, vintage, restored plus remade. The brand has been doubling down on the initiative this past year following a scandal in October 2021 where a viral TikTok video alleged that the company was slashing unwanted inventory . “Finished goods destruction is a very common industry practice, though of course that does not make it right. I can’t speak for other brands, but one of Coach’s goals has been zero destruction and that is what we’re striving for, ” Joon Silverstein, Coach’s SVP of global marketing, creative and sustainable told Vogue Business at the time.

Burberry, which was also accused of destroying unused inventory and said it banned the practice in 2018, has also expanded its repairs, recycle and reuse services. While resale and upcycling are booming, repairs are less widespread as they can be costly, time-consuming and difficult to scale. Nonetheless, sustainability experts say repairs are crucial for fashion to become a truly circular system, and luxury brands that view their products as investment pieces can benefit.

Coach’s pop-up space also aims to share its 80-year-history of craftsmanship. Archival bags from Coach’s collection are on display including vintage styles such as the Bonnie Cashin-era Dinky, Saddle plus Cashin Carry. The space furthermore features a curated vintage store with upcycled and repurposed furniture from local designers; and there will be a series of panel discussions focused on sustainability topics including vintage, circularity, thrifting and upcycling alongside. The company partnered with London-based indie record labels to curate a playlist and digital gaming interactive scratchcards will also be available for visitors to win a complimentary pin or patch.

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