COACH & I LIFESTYLE – GEARING UP FOR A MORE SUSTAINABLE WAY OF LIFE

Coach & I Lifestyle

Words by Nicolà Abela Garrett Photography by Julia Boikova

By all accounts, sustainable is the new chic. It is the dawning of a new sartorial zeitgeist, but it’s certainly not one that has happened overnight. It’s taken a generation of eco-conscious creatives to stand their ground as formidable alternatives to fast fashion and cheap buys, catering to their peers and likeminded others who are looking to hold back the tide of the climate crisis. Two such people who are championing the movement are Emma and Ben Diacono, the sibling duo behind Coach & I Lifestyle. We caught up with the pair to learn more about their delightful boutique in Naxxar.

It is immediately apparent upon meeting the brother and sister that they’ve each imprinted something very personal when it came to their concept. On the one hand, Emma is a marketing trail-blazer in her own right, and had originally founded eco-conscious mother-andbaby store My Favourite Things, the retail root from which Coach & I Lifestyle stems. On the other hand, you’ve got Ben, owner of Studiofifteen Fitness Centre and a certified personal trainer. Coach & I Lifestyle is the perfect hybrid of what Emma and Ben bring to the table, cemented by their shared passion for a greener way of life. Coach & I Lifestyle supplies sustainable but sophisticated activewear collections, and ‘lifestyle’ is the operative word here. The shop - both online and land-based – offers a myriad of beautiful things aside from gym clothes, all pretty yet practical, and entirely ethical in every sense of the word. Coach & I Lifestyle is a one-stop shop for a sustainable lifestyle. The team’s curated selection of brands and products compels you to operate sustainably, and to rethink your carbon footprint. But what the store also does is shatter the misconception that eco-friendly merchandise is subpar, or, dare I say it, dowdy. The siblings are motivated to supply only the very best activewear that comes with a green stamp, and material that guarantees longevity. Something that Ben had picked up on as a gym owner and personal trainer were the ever-changing outfits of his clients; compression leggings that don’t seem to make it till the end of the year, and which probably end up in yet another landfill.

So, it came to pass that the duo sourced niche and ethical activewear brands that deliver sturdy and sculpting fabrics, which are in some way or form sustainable and eco-friendly, and designed to last. Their collection includes brands such as HOFF, Lilybod, Bara, NordicDots, Matt & Nat, and Toms. Emma notes that “the quality of these brands encourage you to train harder, thanks to their immensely flattering fit and comfortable feel.”

But in 2022, who’s not wearing activewear outside the gym? The collection is geared towards women on the go. It’s not simply attire for school runs and zooming from one errand to the next… in this day and age, such stylish activewear is unapologetically acceptable at the office. It is a collection that says daily wear and trainers are here to stay. But as we’ve mentioned, Coach & I Lifestyle goes beyond gym attire. Emma is particularly proud of their footwear collection, a shoe-buffet of vegan sneakers, trainers, boots, and espadrilles. Much to my excitement, the team has catered for platform lovers such as myself, and each pair has a unique and tactile quality about them. Best of all, they’re guilt-free when it comes to the environment. Emma champions Spanish footwear with good reason, as they are renowned for their orthopaedic value and durability. This is in no uncertain terms a pioneering step forward in the Maltese market, and a signal to consumers to try new ways of living. Although Emma and Ben have ventured away from Maltese shores to source global brands, this is not to say that they don’t support local. On the contrary, Coach & I Lifestyle stocks quite a few local brands such as artisanal heroes Saz Mifsud, Stephen Cordina and Maduma. Neither have they forgotten about the not-so-naughty things in life; the shop stocks fairtrade spirits and liquors by Fair, and Maltese-made chocolate for any occasion. And best of all, all of their stock can be purchased from their immaculately presented online store and efficiently delivered to your door.

I ask the team why they’ve chosen to invest in sustainable brands. The general consensus is that aside from there being a gap in the market in Malta when it comes to sustainable retail, Emma and Ben are fully committed to the cause, and if established retailers don’t set the ball rolling for a more sustainable future, then who will?

 @coach_and_i_lifestyle www.coachandilifestyle.com