How WeChat Helped Link Yeti Out With Coach

The name of the drink really said it all: East Meets West. For Coach’s collaboration with Chinese artists for its Shanghai pre-fall 2019 show, cultural and brand mergers were the theme for a dinner in West Hollywood to celebrate the partnerships. “East meets West is definitely something that’s been in the Yeti Out brand since the beginning,” said Tom Bray, who started the artist collective with his brother Arthur. “Me and my brother were born and raised in Hong Kong. My mom’s Chinese. My dad’s English and we lived in England for about three, four years during our university years. So throughout our record releases to our parties and our apparel range, we always try to replicate that message and try and bridge the gap between the two cultures.” Bray — whose business can best be described as a music collective and includes a record label, creative agency and clothing brand — said he was put in touch with Coach through a mutual friend and things happened quickly from there. “In China, everything is done on WeChat so I was added to a WeChat group and next thing we know, we were in a conversation about the concept behind the graphic,” Bray said. From the

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