Sustainability remains a key concern for the fashion industry, even if the intensity of the conversation has eased in recent seasons. Since introducing Coachtopia in 2023, responsible design has become a core principle for creative director Stuart Vevers.

“Coachtopia is all about experimentation—using design and creativity to approach things in new ways,” he shared on this week’s episode of The Run-Through, where he spoke with Nicole Phelps about the challenges and rewards of designing with sustainability in mind.

“I used to feel hesitant about sustainability, like it was someone else’s responsibility—production, supply chain, whatever. But everything begins with design,” Vevers explained. “Once I started talking openly about it, admitting it’s not always easy, that I might not always get it right but I’m pushing forward—that’s when the fear faded and action took over. Then, like-minded people began to rally around the idea. Suppliers brought me solutions, and my own team started speaking up with ideas. That energy was incredibly powerful.”

Vevers aims for Coach to reach net-zero emissions by 2050, balancing greenhouse gas output with removal efforts. “Many of our sustainability goals have been met ahead of schedule,” he noted. “That’s the ambition—to keep accelerating progress, not wait until 2030 or 2040. We’re starting now.”

Listen to the full conversation below.