Coachtopia and the Rise of the Circular Craft Movement

"Coachtopians" are self-declared believers in the power of reuse and giving products a second life. This is a movement started by the fashion brand Coach to unite their consumers who believe in repurposing high quality products to create entirely new ones.

The concept, dubbed "circular craft," is starting to gain steam and a selected community of upcyclers and climate activists are lending authenticity to the campaign as part of the beta launch. So far, the idea is clearly popular as the first product drop sold out in 48 hours and the brand even opened a real life location inside a Selfridges location in the UK.

This is a powerful idea. On trend, unique to the brand, involving the right people and already financially successful. Other luxury brands will likely soon follow with initiatives of their own.