Coach announces the global launch of the Coach | Brain Dead capsule collection, a special collaboration between America’s House of Leather and the Los Angeles-based creative collective and cultural lifestyle brand, launching worldwide at Coach and Brain Dead stores, on coach.com and wearebraindead.com and through select wholesale partners. The collection debuted in New York’s Meatpacking District with a surprise flash runway show held during an immersive theme park-inspired event celebrating the launch.
Spanning ready-to-wear, leather goods, footwear and accessories, the collection draws inspiration from Tokyo street style, collectible souvenir culture and the imagined merchandise from a fictional amusement park. Coach Creative Director Stuart Vevers and Brain Dead co-founder Kyle Ng worked closely to envision the collection through a lens of ‘90s interpretations of ‘70s silhouettes, blending nostalgia, playfulness and individuality with Coach’s heritage of craft and self-expression.
“I’m super inspired by Stuart and Coach’s commitment to individuality, whether it’s the beautifully patinaed leather bags, or the amazing charms that adorn the pieces,” says Brain Dead co-founder Kyle Ng. “The customisation that they’ve allowed us to collaborate on really speaks to the nature of our brand, as well as Coach. Brain Dead has always been a brand about self-expression—culturally, as well as style—with the culture side being first, ahead of fashion.”
“What excited me about this collaboration was the idea of creating an entire imagined world around it,” says Coach Creative Director Stuart Vevers. “Kyle and I became obsessed with the merchandise from a fictional amusement park—the mascots, the souvenirs, the idea of stylish superfans collecting and personalising pieces over time.”
“I think people are tired of things that feel too polished or identical,” Vevers says. “What I love about this collection is that it celebrates individuality—the way people personalise things, collect things and become emotionally attached to them over time. That spirit of optimism and self-expression runs through the entire collection.”
“That’s why the surprise runway felt so right for this project. It captured the spontaneity and energy of the collection in a way that felt immediate and genuinely fun,” says Vevers.
Ready-to-wear embraces a layered and instinctive approach to dressing, with pieces designed to feel collected, customised and lived-in over time. Crocheted charms, patches, pins and layered styling run throughout the collection, bringing a sense of personality and emotional attachment to the clothes and accessories. Embroidered bias-cut gingham dresses and skirts, cotton baby doll tops and dresses, and pleated plaid skirts are styled with charms and chains, while rugby polos, mesh jerseys and cycling tops introduce athletic references inspired by vintage sportswear and Tokyo street style. Leather moto jackets, suede outerwear, graphic T-shirts, pointelle knits and striped shirting are grounded in Coach’s heritage while embracing Brain Dead’s irreverent and playful sensibility.
Leather goods similarly celebrate customisation and collectability. The collection includes Coach’s iconic Tabby bag adorned with crocheted charms, embossed mascot patches and puff details, alongside a family of jacquard bags in pink, purple and bright green. Empire bags and additional silhouettes feature oversized mascot graphics inspired by the collection’s mascot characters Kachi, Xerx and Zilly, evoking treasures from an imagined world.
