Stuart Vevers ushers Coach menswear into a new era

Ever since Stuart Vevers took over the role of creative director of Coach
in 2013, he has had his work cut out for him. The American leather goods
label was struggling, reaching a point where they closed 70 stores in North
America.

Despite their struggling sales figures, Vevers pushed on and continued to
create collections that resonated with the press, and have slowly begun
resonating with customers. At Coach’s men’s wear presentation during New
York Fashion Week: Men’s, Vevers centered the collection around the theme
of electric American counter-culture and the celebration of rebel youth.

Close up on
the #CoachMens2017 spring collection. #NYFWM

A photo posted by Coach (@coach) on Jul 13, 2016 at 11:26am
PDT

This resulted in several very luxurious and elaborate pieces such as a
cardinal cropped moto jacket, a black leather fringed moto jacket, and a
dark cayenne zipped fox and skull cardigan. While it was a spring/summer
collection, outerwear pieces were still very major for the brand. Aside
from their gorgeous leather jackets, they also had a black leather peacoat
and a cardinal wild west windbreaker that really stood out among the sea of
sartorial choices.

Gang’s all
here. #CoachMens2017 #NYFWM

A photo
posted by Coach (@coach) on Jul
14, 2016 at 6:19am PDT

It was the most rebellious take on luxury seen this season, but if Coach
wants a new customer, they have to seek out those rebels. Vevers is giving
them something that they can’t get anywhere else, and that’s a secret to
building a clientele base.

Biker and Beatnik inspired culture might not be seen as traditionally
stylish, but Vevers was going for a nontraditional collection. Luxury
doesn’t always have to be so classic, as Vevers reminded us with this
collection.