february 2024 • Jacquard backpack

Theo backpack

Led the design and development of a Gen Z-focused backpack introducing Coach’s signature language through everyday utility and refined material storytelling. Developed a tactile cotton-based Signature Jacquard featuring a modern outlined repeat, which informed the silhouette, color palette, and functionality. Owned CMF, material specs, tech pack creation, and BOM development to deliver a bag that blends timeless heritage with a fresh, youth-driven perspective.

Client:

Coach®

Location:

New York, New York

Industry:

Softgoods - Accessories

Scope of work:

CMF Design - Product Design

Cotton Canvas Jacquard • PVD Hardware

Techincal Package • Specs

Visual Material Cards

february 2024 • Jacquard backpack

Theo backpack

Client:

Coach®

Location:

New York, New York

Industry:

Softgoods - Accessories

Scope of work:

CMF Design - Product Design

Cotton Canvas Jacquard • PVD Hardware

Technical Package • Specs

Visual Material Cards

The Theo Backpack was the starting point for a new vision at Coach. An entry-level silhouette designed to bring a younger, Gen Z audience into the world of modern utility and signature style. Built with function, texture, and versatility in mind, it set the tone for a new material-driven language across the entire Theo Family.

Crafted in our new Signature Cotton-Based Jacquard, this bag delivers a rich tactile experience with a softer, more refined hand feel. We were intentional about developing a material that felt familiar to our classic Signature Jacquard, but with a fresh perspective, lighter weight and smoother hand feel. It’s also extremely easy to clean, making it the kind of bag you can carry every day without a second thought. This fabric enabled us to explore bold, modern colorways and introduce a new, elevated take on Signature Jacquard for the next generation.

To balance the softness of the Jacquard, we added refined leather accents, including a logo-embossed leather patch that adds subtle luxury without feeling too formal. The Theo Backpack also features a front zipper pocket that provides separate storage from the main compartment, giving quick access to everyday essentials. Inside, the backpack features a dedicated laptop sleeve that fits a 16-inch MacBook Pro, with plenty of room for everything else you need throughout your day in the main interior.

For travel, the back trolley sleeve lets you slide the bag onto your luggage handle, making it an easy companion on the go. Every detail was designed to feel considered, from the lightweight construction to the balance of function and polish.

Shown here in our all-black color way, the *Theo Backpack* is sleek, minimal, and quietly bold. More than just a backpack, it introduces a fresh new design language for Coach, one that’s forward-looking, material-driven, and built for Gen Z and beyond.

Designed in collaboration with: Stuart Vevers, Mary Helen Muldoon, Matthew Gibbs, Ken Pan, Soojin Oh, Hannah Cho & Nico Valenzuela