The Coach Comeback: From Heritage Brand To Gen Z Craze
Thanks, it's Coach
By Victoria Lewis | 25th February 2025Coach – the heritage label turned dark horse of modern affordable luxury – has made an unexpected comeback in recent years, becoming the brand Gen Z can’t get enough of. From influencers to celebrities and ‘It’ girls, everyone is rocking Coach bags – both vintage and new.
About Coach
Founded in 1941 in NYC, Coach cemented itself as a trailblazer in leather goods by the ‘80s. Handbags, briefcases, wallets – if you were anyone, you had a Coach. With a reputation for durability, wearability, and modern design, the brand dominated the ‘90s, securing its place in fashion history…or so we thought.
The fall and rise
By the mid-2010s, Coach was living every brand’s worst nightmare: irrelevance. No longer on the radar of young shoppers, it left many wondering – what happened to Coach?
Enter Stuart Vevers. Appointed as creative director in 2013, Vevers brought experience from viral brands like Bottega Veneta and Loewe, breathing new life into Coach. Drawing from both the brand’s archives and the pulse of today’s youth culture, he engineered a revival that made Coach the talk of social media.
With trend-driven ready-to-wear collections – most recently showcased at NYFW 2025 – alongside marketing genius like bag charms, upcycling, and reimagined classics, Coach has once again woven itself into the hearts (and wardrobes) of the fashion-forward generation
The pre-loved obsession
If there are two things Gen Z loves, it’s nostalgia and sustainability. Y2K fashion and mindful shopping have fueled a skyrocketing demand for pre-loved Coach.
Vintage Coach is in – so much so that “ThriftTok” is overflowing with Coach hauls, making ‘00s kids regret ever tossing their mum’s hand-me-down bags. Pro tip: Keep an eye out for second-hand gems at Vinnies, or if online treasure hunting is more your thing, eBay is your best bet. Hardcore fans are even travelling to Japan – one of the world’s vintage Coach hotspots – where the price tags might just make the flight worthwhile.
i need to add more to my collection @Coach #coachcollection #coachbag #coach #coachpurse #collection #purecollection #thrifted
With its seamless blend of heritage and modernity, the 2020s have solidified Coach as the brand to beat in affordable luxury. The verdict is in– Gen Z says Coach is back, and it’s better than ever.
Imagery: @coach, @coutourecollective
