Luxury brand Coach will stop destroying unwanted goods following TikTok outrage
Written by Megan C. Hills, CNNLuxury brand Coach announced that it will no longer destroy damaged or "unsaleable" goods returned to its stores, after a viral TikTok video claimed the label intentionally "slashed" unwanted items for tax purposes.
Without directly referencing the allegations, the American brand wrote on Instagram Tuesday that it had "ceased" destroying in-store returns and would look to "responsibly repurpose, recycle and reuse excess or damaged products."
The move follows claims made by TikTok user Anna Sacks, who filmed herself unboxing Coach products that appeared to be rendered unusable.
In the minute-long video, Sacks, who goes by the username @thetrashwalker, said it was Coach's policy to "order an employee to deliberately slash (unwanted merchandise) so no one can use it."
The video, which was first posted to TikTok on Saturday, has been liked over 560,000 times at the time of writing.
Social media backlash intensified on Tuesday when Diet Prada, an influential fashion watchdog, posted the allegations to Instagram alongside videos appearing to show the Coach items being recovered from a dumpster.
The luxury brand has said it will no longer destroy unsalable or damaged products returned to its stores.
Credit: Budrul Chukrut/SOPA Images/LightRocket/Getty ImagesIndustry practicesThe label is by no means the only luxury company thought to intentionally destroy unwanted inventory.
In the video, Sacks said she intended to send the damaged items to the repair service to see if the label would fix them for her.
Coach's Instagram statement said the brand was "committed to sustainability" and "dedicated to maximizing such products reuse in our Coach (Re)Loved and other circularity programs."
"I want to emphasize again that Coach is the brand who was publicly caught this time, but this remains a widespread practice in the fashion industry," she said.
It will be a shame, and to the detriment of our planet, if this is the lesson that the fashion industry takes away from this Coach incident.