COPATUTOJE: A collection that helps

What started as an idea for a limited edition has grown into a project with a long-standing tradition and a strong community impact. COPATUTOJE is celebrating ten years since its inception and five years of donating proceeds to the Oncology and Radiotherapy Clinic in Pilsen. How has the project evolved, what challenges has it overcome, and where is it headed next? Find out in an interview with Pavel Kubíček, co-founder of the Horsefeathers brand.

In March, a new COPATUTOJE collection is launching to celebrate the 10th anniversary of Pilsen being awarded the title of European Capital of Culture in 2015.
Back then, COPATUTOJE first appeared on the scene as the official merch of the city of Pilsen dedicated to this event. At the same time, it has now been 5 years since the COPATUTOJE project began, with proceeds from sales going to support the Oncology and Radiotherapy Clinic of the University Hospital in Pilsen. How do you perceive the journey of the COPATUTOJE project from the very beginning until now? Did it meet the original expectations?

Pavel: From the very beginning of the COPATUTOJE project, with its charitable dimension, up to the present day, we’ve met – and even slightly exceeded – our expectations. And that’s despite the unexpected complications caused by the Covid period, lockdowns, and restrictions in travel, sports, and entertainment, which disrupted our original plans from 2020.

We initially saw the project as a short-term campaign, one that wasn’t supposed to last more than a year. But just as we launched it, the first lockdowns hit – closing sports facilities, retail shops, restaurants, cultural venues, and basically all leisure activities. This slowed down our communication with customers, as people had totally different priorities at that time. The project was unexpectedly extended, but at the same time, many people stepped up and chose to support it even more.

They saw we were facing challenges and decided to help – whether by promoting the project through their own channels or supporting it in other ways to help keep it alive. Even though the pandemic restrictions heavily affected our initial plans, COPATUTOJE managed to overcome these unexpected obstacles. It turned out to have a power of its own – even in tough conditions, it found support within the community, which helped it keep going.

What was the biggest “wow moment” when you realized that COPATUTOJE had exceeded your original expectations?

Pavel: That moment came right at the launch of the project in 2020. We initially planned to create a small edition of COPATUTOJE products to commemorate the event and the original 2015 release of COPATUTOJE, with all proceeds from this collection going to the Oncology and Radiotherapy Clinic in Pilsen, Czech republic.

We launched the collection around November 2020, aiming to catch the upcoming Christmas sales period. And within just two weeks, some of the products were completely sold out. On the one hand, it was an amazing surprise—but on the other hand, a big challenge. We hadn’t expected such massive interest and had to quickly figure out how to restock and meet the overwhelming demand from fans and supporters.

Once we managed that, the lockdowns and restrictions hit, which made it impossible to run any consistent campaigns or planned communication. For example, we had to close down retail stores that were supposed to be part of a local mini-campaign. So, 2021 was full of hurdles—but at the same time, it proved that the interest in the COPATUTOJE project was way higher than we had initially imagined.

This year’s collection is meant to symbolically mark 10 years since the project's creation, and 5 years of charitable support for the Oncology and Radiotherapy Clinic. We decided to streamline the collection and give it a clear time frame—our plan is to keep it available throughout 2025, which wraps up the 10-year cycle since the COPATUTOJE brand first came to life.

Could you introduce the new collection and give us an idea of what pieces we can find in it?

Pavel: For the new collection, we decided to focus on the key product that has defined the project from the very beginning – the cap. That’s the item that gained the most popularity, so we gave it the most attention. We expanded the offering with various types of caps – truckers, snapbacks, and newly added flexfits.

Aside from that, we kept it simple with just one T-shirt design available in both men’s and women’s fits, since there’s still strong demand for those. We wanted to keep the collection clean and to the point – caps and tees, which are exactly the products COPATUTOJE fans enjoy the most.

Does the new collection feature any visual elements or details that reference past years or the city of Pilsen itself?

Pavel: Back in 2020, we designed the collection with the goal of offering certain products as limited editions—so that individual colorways of each model wouldn’t be produced in large quantities or repeated too often. This year, we’ve expanded the cap selection with a new flexfit line and introduced several color variations that, with a few exceptions, build on the design elements of the original product.

From the limited editions, we created a special anniversary cap that symbolizes 10 years and highlights the collaboration between the city of Pilsen and the Horsefeathers brand. It’s an iconic trucker cap with a white front panel, but this time we’ve taken the design up a notch by using 3D embroidery instead of print. We simplified the logo into a monochrome black-and-white combination to give it a clean, timeless feel. The anniversary symbolism is represented by an arrow, which comes from the official graphic manual of the city of Pilsen, and the number 10, referencing the decade-long history of the COPATUTOJE merch edition.

How did the process of creating this special anniversary edition unfold?

Pavel: When designing the anniversary collection, we focused on making sure the products weren’t identical to those from previous years. The color schemes are slightly different, but we kept the iconic look of the cap – the white front panel that has become typical for the COPATUTOJE trucker. We wanted the anniversary version to stand out from the rest of the collection, while still staying connected to its roots.

At first, we considered creating an exact replica of the original 2015 product, but in the end, we decided against it. We wanted those who bought the cap back then to have a truly unique piece that won’t ever be repeated. Instead, we aimed to strike a balance between historical continuity and a new visual direction – to create a product that’s a fitting tribute to the 10-year anniversary of COPATUTOJE.

And at the same time, people can expand their collection of limited editions this way…

Pavel: Exactly! What pleasantly surprised me back in 2020 was discovering that there are people who see the COPATUTOJE collection as a collector’s item. There are fans who buy multiple pieces of the same product – one to wear, and another to keep archived. I’m sure there are even some who still have the very first edition proudly displayed on a shelf at home.

And that’s precisely why we make sure the products in the collection aren’t repeated in exactly the same form – that way, they retain their collector’s value.

The COPATUTOJE project has been supported by many ambassadors from Pilsen. Have any new names joined in over the past 5 years?

Pavel: This year, we wanted to bring something fresh to the COPATUTOJE collection – not just in terms of products, but also by involving a new local ambassador. Already back in 2021, the iconic Pilsen-based brand Pilsner Urquell joined the project, supporting it and allowing us to expand the collection with its signature colors – green, white, and red. The partnership had not only a strong marketing impact but also made perfect design sense, which made the collection more vibrant and even more attractive to collectors.

We spent quite some time thinking about other ways to bring a new color theme to the collection, and that’s why we decided to involve strong regional brands – local sports clubs with big fan bases. The project was joined by FC Viktoria Pilsen (football), HC Škoda Pilsen (hockey), and Talent Pilsen (handball), all of which allowed us to use their official club colors.

The result is three unique snapbacks, each clearly representing one of the clubs, with our Horsefeathers branding subtly placed on the inside. Even though we’ve narrowed the collection in terms of product range, it has expanded in color and gained a whole new dimension. Pilsner Urquell was happy with the project and the fan response back in 2021, and as part of our ongoing partnership, three new cap models were created – a trucker, a flexfit, and a snapback, all in the signature green Pilsner Urquell colors. This collection will be available exclusively via their e-shop and at the gift shop in the Pilsner Urquell brewery courtyard in Pilsen.

As for the sports clubs, they each contributed with a snapback in their own club colors, available not only through us but also in their official fan shops.

If someone wanted to help or get involved, what are the options?

Pavel: From the very beginning, we’ve relied on organic awareness through social media, which turned out to be the most effective form of support. People who bought COPATUTOJE products would post photos of themselves wearing them during their favorite activities, naturally spreading the project within their communities.

We also received support from local businesses and interest groups that bought the products as gifts for their employees or members. What matters most to us is when people wear COPATUTOJE, share it on their social media, and connect it to what they love doing.

We were genuinely surprised by how many people chose to support the project completely spontaneously, without any kind of formal collaboration. They promoted the product just by including it in their everyday lives and by being seen doing what they’re known for. It only confirmed for us that COPATUTOJE has an authentic spirit and truly lives a life of its own.

What is the big dream or goal for where you'd like to take the COPATUTOJE project in the future?

Pavel: Our main goal is to raise the highest possible amount of money that we can donate to the Oncology and Radiotherapy Clinic in Pilsen.

Between 2020 and 2022, thanks to the support of the community, we were able to generate a donation worth nearly 1.2 million CZK. If people like the new editions and are happy with what we’ve created, we would love to round that amount up to 2 million CZK. That would be a symbolic way to wrap up five years of effort.

We believe that with this year’s collaborations with Pilsner Urquell and local sports clubs, we can get as close to that goal as possible.

Share your life with HORSEFEATHERS COPATUTOJE products using the hashtag #copatutoje. We wish you all to enjoy the HORSEFEATHERS COPATUTOJE collection – and most importantly, in good health!

Thank you for your support and love.

COPATUTOJE COLLECTION