Coach was entering the UK market and needed to establish credibility immediately with the audience that mattered. Wavey Garms led the cultural introduction through talent seeding, street-level activations, and a collaborative product line, embedding the brand directly into London culture from day one.

The work translated into a visible uplift in Coach being worn across the exact UK demographic the brand was targeting, while also breaking into the mainstream with front-page coverage in The Observer, positioning Coach as culturally fluent, not simply present.