Stuart Vevers Is Breathing New Life into Coach
As Coach celebrates it’s 75th Anniversary, it’s experiencing something of a renaissance. The accessories brand had become a victim of it’s own success — imitation bags became as ubiquitous as the see-them-everywhere real thing. A change needed to come. And that’s what Stuart Vevers brought.
In 2013, Vevers was made Executive Creative Director and was tasked with reinventing the overexposed accessories brand by giving it a fashion forward makeover. Vevers has held successful posts at European labels Mulberry and Loewe in the past, but the opportunity to work at one of the US’s few iconic brands was one he couldn’t pass up. “America is still very exotic to me,” he says. “Growing up in Yorkshire, American films felt so aspirational. I still go back to many of those films for inspiration.” And you can see these influences in his collections, whether it’s hip-hop inspired coats and bucket hats for FW16, or a pop art Mickey Mouse accessories collaboration. Vevers sees his new vision of Coach as “bringing a new perspective to luxury — it’s about ease, utility, and a playful quality. People respond to what’s different — something that signals change, is a bit rebellious, has a sense of humor, character and authenticity.” It’s exactly what Coach needed.
The Hero Survey
What’s one item every man should have in his wardrobe?
A great biker jacket.
What’s one trend you are tired of?
Where do you turn when you need to be inspired?
I’m very inspired by New York City. Its energy and the way people put their look together. There is a lot of self-expression and celebration of individuality, but at the same time people get dressed fast so fashion has to function and make people’s lives better. I like that. I think it’s very Coach.
What designer do you most admire?
If you weren’t a designer, what would you be?
In what era do you think men dressed best?
In what era do you think men dressed worst?
I think there’s always something I find interesting from each era.
Who, living or dead, would you most like to dress?
What do you do when you have a night off?
I love walking the High Line home and ending the night in one of my favourite West Village restaurants with a glass of red wine.
What’s the next big trend in menswear?
The reason we are generally focusing on casual pieces isn’t only that it feels right for Coach, but because, from my perspective, it is where the world is moving. I think there has been a cultural shift, particularly in the last decade. I just get the sense that there are fewer jobs each year that require us to adopt tailoring and formality. The wardrobe of the workspace continues to change dramatically, and I think style from other cultures is having an impact globally as well.
Lightning Round! Pick One:
Single or double-breasted jacket? Neither!
Collared shirt or T-shirt? T-shirt.
Pleated pants or not? No pleats.
Chinos or jeans? Jeans. Sneakers or Oxfords? Sneakers.