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MEMORIES:
Sugar_coma82 remembers...Everyone I knew had those black, rubber Espirit sandals.. I wish I had a picture. I remember I loved mine ... More »
Posted on 02/21/09
PHOTOS:
Esprit meant more than just clothes. One of the largest apparel lines of the 1980’s, it got to be that way by providing a whole look, one that suggested a chic, cosmopolitan, but not-too-serious way of life.
Doug and Suzie Thompkins started out in 1968 selling dresses, with designs inspired by 1940’s fashions, out of the back of a station wagon. By decade’s end, they’d built their business to the point where they could engage a squad of like-minded designers. A name change in 1970 - from the Plain Jane Dress Company to Esprit de Corps – furthered the line’s development, and in 1979 graphic designer John Casado’s three-bar “E” logo put the finishing touch on Esprit’s corporate image.
The spirit of Esprit arrived on doorsteps in the form of a boldly designed, oversized catalog. By 1980, Esprit apparel, with avant-garde ads and catalogue design spreading the word, had gained worldwide notice. Young people in the 80’s wanted something Eurochic, a little bit exotic, and anything with the Esprit “E” fit the bill perfectly.
Esprit provided a sophisticated look for monied, fashion-conscious, city-dwelling folks whose sense of chic was too urban for Izods and Duck Head. The clothes sported bold designs and colors for a snappy look, but used natural, comfortable fabrics. The combination proved a winning formula. With success, expansion into children’s fashions was almost inevitable, and 1981 saw Esprit’s first kids’ line, featuring a special rainbow-colored logo.
Esprit went on to tweak the status quo in several areas. It made promotional history in 1984 with its Real People campaign, for which it used its own employees as catalogue models. The following year, customers had their turn to grace the catalogue pages – Esprit really was for real people. 1986 saw the opening of Café Esprit. And the label’s lifestyle reach and chic image were furthered when it expanded into a large range of Esprit-branded household items.
Social responsibility also played a big part in the company’s continued visibility. It used its advertising campaigns to publicize the increasing worry about AIDS, engendering some controversy. After a period out of the limelight, when the Eurochic craze faded, Esprit rode the cultural waves to come back strong in the 90’s with its environmentally conscious Ecollection.
Getting back into children’s wear, Esprit produced a hugely successful Dr. Seuss collection. With no signs of letting up, the company looks to continue its success well into the 21st century, never losing sight of its whole-lifestyle vision.
