Fashion brand Coach has announced that it will stop destroying accessories returned by customers. The initiative will be part of the brand’s sustainability strategy. Forbes writes about it. The reason for the reform was a video by TikToker and eco-activist Anna Sachs about how she discovered many damaged brand bags. This is how they handle unclaimed goods – they force employees to destroy them so that no one can use them, ”she said.
Sachs herself was skeptical about Coach’s decision. In her opinion, the brand needs to stop destroying all unsold accessories, not just returned goods. “I think this is a step in the right direction, but it seems to me deliberately restrained,” she said.
You can read more about how brands destroy their own collections here.
COVER: Coach / Instagram