As fashion houses come under increasing scrutiny for their environmental policies, Gen Phoenix saw an opportunity to grow into a new market and re-define its proposition, leading it to work with brands including Coach and Dr Martens.
Sustainability in the luxury space is no longer just a buzzword, but a business necessity. A new generation of Gen Z consumers demand brands to live up to ambitious de-carbonisation objectives.
One B2B brand that saw this as an opportunity to expand into the space is recycled leather manufacturer Gen Phoenix. After 15 years of serving the mass transportation industry, the company has renewed its brand story through market expansion.
When CMO Elyse Winer joined the company in September 2023, the business was taking its first steps into the luxury leather goods market. Winer began acting as interim CMO while serving as a partner at the venture capital firm building the investment case for Gen Phoenix. She was excited by the untapped sustainability story of the brand, so took on the role full-time two months later when the business secured partnerships with Dr Martens and Tapestry – Coach’s parent company.