Coach is teaming up with the Seoul-based streetwear label Matin Kim for its latest collaboration and campaign.
The collection explores streetwear as it relates to youth culture and will blend Matin Kim’s utilitarian sensibility and vision to empower people to express their individuality with Coach’s legacy of craftsmanship. It will include unisex staples such as T-shirts, hoodies, jeans, bomber jackets and baseball caps in brown, gray, black and blue. In addition, the collection includes a classic Cargo Tote in denim and calf leather that was reimagined by Matin Kim. The products will feature a co-branded logo.
“I am fascinated by today’s generation’s fluid approach to dressing, and how they are recontextualizing traditional codes of fashion for themselves,” said Stuart Vevers, creative director of Coach. “It was a pleasure combining Coach’s craft with Matin Kim silhouettes alongside creative director Woobin Kim through the imaginative lens of youth culture.”
Matin Kim “has always had a vision that fashion is not just about wearing clothes, but a medium through which stories can be told,” said Woobin Kim. “With this special collaboration, we aimed to celebrate this spirit of individuality and self-expression in our community and beyond. The street style at the heart of Matin Kim aligned so naturally with Coach’s own city roots — it was exciting to blend each brand’s aesthetic and unique design language to craft something new rooted in the expressive and dynamic spirit of our community,” he added.
To introduce the collection, which will be available in Korea, Japan and Hong Kong, the companies have created a campaign featuring the up-and-coming K-pop girl group Katseye. In the promotional materials, the band members explore personas of “introspective loners and outgoing lovers,” Coach said.
The campaign was directed by Bang Jae Yeob, photographed by Hanna Moon and styled by Imaan Sayed.
As part of the launch, Coach will install immersive pop-ups in its flagships in Japan and Korea. The line will also be available in select Matin Kim stores and online. It will also be available for shipping to the U.S.
