Stuart Vevers will make his men’s wear debut for Coach at London Collections: Men in January.
This story first appeared in the December 10, 2014 issue of WWD. Subscribe Today.
The executive creative director for the American accessories brand will show a comprehensive ready-to-wear collection on Jan. 9 that will include a “static presentation” as well as looks on male models. This is similar to how the company showed its women’s wear collections in New York the past two seasons.
“This is the first big step in the right direction for men,” Vevers told WWD on Tuesday. “I want to create something that will have an impact and make people sit up and take notice.” The brand is saying Vevers’ collection “will be a reset of Coach’s men’s wear proposition” and will “deliver a strong fashion point of view.” Currently, a limited number of outerwear and knitwear pieces are offered.
Vevers said his collection will encompass around 20 pieces with a focus on outerwear, but will include other men’s wear apparel items. A full assortment of leather goods, jewelry and shoes will also be offered, he said.
Vevers, who is from the U.K., said he opted to show in London instead of New York because he wants to “take it out of context.” He said Coach’s archives show the brand has a lot of “very international” influences, and showing the first collection overseas “just feels like a special way” to introduce it.
“London is the standard-bearer of classic men’s style, but always encourages the next generation of talent,” he said. “Though Coach is American to the core, that juxtaposition is the essence of our brand: blending the established with the cool.”
Vevers said the company’s women’s rtw collection has garnered “a strong response to the key pieces, such as the big shearling coats. They’ve resonated with the client and they’re pieces you can only get from Coach.” He said the apparel is available in a smaller number of stores than the accessories, “but people are coming in asking for it,” which is encouraging for the men’s addition.
Men’s accounts for about 14 percent of Coach’s annual sales, or around $700 million. This fall, the brand launched men’s footwear, and in November 2013, it added men’s watches as it works toward its goal of becoming a full lifestyle brand.
Before joining Coach last year, Vevers worked for luxury brands including Loewe, Louis Vuitton, Bottega Veneta, Givenchy and Calvin Klein.