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Coyuchi launches subscription service for luxury linen

05 : 05 : 2017 Luxury : Hospitality : Retail

San Francisco – The brand is promoting a sustainable approach to buying bedding.

Coyuchi for Life, San Francisco Coyuchi for Life, San Francisco
Coyuchi for Life, San Francisco Coyuchi for Life, San Francisco
Coyuchi for Life, San Francisco Coyuchi for Life, San Francisco

With an estimated 10m tons of textile waste deposited in America’s landfill sites annually, according to the brand, Coyuchi has developed a subscription service to counter this environmental hazard and make its products more affordable for consumers. Subscribers to Coyuchi for Life can have new linen delivered every six, 12 or 24 months. The brand provides a free postage label as part of the delivery service, and consumers send back their old sheets, towels and duvets in exchange for the new goods.

Coyuchi then categorises the returns depending on their condition, and either renews them for resale or upcycles them for use in other products. If the linen is beyond repair, the material is sent to recyclers to be turned into new yarn, creating a sustainable, circular supply chain.

‘We all love the luxury of fresh, new sheets and towels, but we also care deeply about the world we live in,’ says Coyuchi CEO and president Eileen Mockus.

The Big Picture

  • As the novelty of the subscription model wears off, brands such as Coyuchi are demonstrating how it can be used with purpose to reinforce a wider brand message like sustainability
  • Coyuchi and Stella McCartney demonstrate how luxury retailers can care about the environment without devaluing their brand