Coach Announces Global Launch of the Coach | Brain Dead Capsule Collection

Overview Coach announces the global launch of the “Coach | Brain Dead Capsule Collection,” a special collaboration with Brain Dead, a creative collective and culture lifestyle brand based in Los Angeles. The collection is available worldwide starting May 30 at Coach stores and the official Coach online store.

Event and Theme The collection was first unveiled with a surprise flash runway show inside an immersive event designed to resemble a theme park, held in New York's Meatpacking District.

Inspired by Tokyo street style, collectible souvenir culture, and merchandise from a fictional amusement park, the collection reimagines 70s silhouettes through a 90s lens. Stuart Vevers, Coach's Creative Director, and Kyle Ng, Brain Dead's co-founder, fused nostalgia, playfulness, and individuality with Coach's craftsmanship and spirit of self-expression.

Brand Commentary “The customization realized in this collaboration reflects the essence of both our brand and Coach. Brain Dead is a brand always centered on self-expression, prioritizing culture over fashion,” said Kyle Ng.

“The charm of this collection lies in its celebration of individuality. People customize items, collect them, and grow attached to them over time. That spirit of optimism and self-expression flows through the entire collection,” said Stuart Vevers.

Product Lineup The ready-to-wear pieces feature layered, intuitive styling, designed to look as if they have been collected, customized, and worn over time. Crochet charms, patches, pins, and layered styles are incorporated throughout.

Customization and collectability are also emphasized in the leather goods. The collection includes Coach’s iconic 'Tabby' bag, adorned with crochet charms, embossed mascot patches, and puff details, along with vibrant jacquard bags. Additionally, bold graphics inspired by the collection’s mascot characters—Kachi, Xerx, and Zilly—are featured on various models, including the 'Empire' bag.