Last week, Coach — the quintessentially American fashion brand — joined this growing list by announcing their commitment to reaching net-zero greenhouse gas emissions by 2050. This is an ambitious goal, but it is in keeping with a larger industry commitment to make progress against sustainability issues the fashion industry has contributed to. Led by creative director Stuart Vevers, Coach is moving deliberately but surely towards an ultimate goal of realizing this vision.
Vevers emphasizes that Coach aims to balance the total amount of greenhouse gases emitted with the amount removed from the atmosphere by 2050. He admits that sustainability is an enormous challenge. It’s something he knows is critically important to the future of the fashion industry and brands like Coach in general. Their corporate commitment isn’t to 2030 or 2040—they aren’t waiting that long to make a difference—but they’re starting today.
“We’ve already achieved some of our set goals ahead of time,” Vevers stated, highlighting the brand’s proactive approach. He’s a strong advocate for the idea that sustainability should begin with design, because it sets the stage for everything else that follows.
“I came from a place where I was nervous about sustainability, and I always felt like it might be someone else’s responsibility—production, the supply chain, whatever it is. But everything starts with design,” – Stuart Vevers
Coachtopia Civic Design Coachtopia is in a mode of experimentation, using design and creativity to come up with solutions that have a lighter environmental footprint. From a creative perspective, Vevers notes that this initiative gives the brand permission to challenge and reconsider established practices. It suddenly creates new paths for sustainable fashion innovation.
“Coachtopia is really about experimenting and using the power of design and creativity to do things differently,” – Stuart Vevers
Perhaps the most interesting aspect is Vevers’ own odyssey to come around to sustainability. He confesses that even just recognizing the challenges and uncertainties in this space made it easier for him to face his initial fears. By being transparent about these challenges and focusing on making real improvements, he found the determination to take bold action.
“When I started to talk about it and acknowledge that it can be difficult, that I won’t always get it right, but I’m trying and I’m pushing forward—that’s when I stopped being fearful about sustainability and I just started to take action.” – Stuart Vevers