Esprit Opens New SoHo Pop-up, Plots Fashion and Retail Direction

Esprit was originally founded in 1969 by Doug and Susie Tompkins and Jane Tise. They sold their dresses out of their station wagon in San Francisco, California. By 1978, the brand’s sales topped $100 million.

Esprit’s design, branding, creative and photography was newly relocated to New York City as part of the return to the U.S. market, which the brand exited in 2012. Prices top out at about $1,200, and the brand is targeting both Gen X and Gen Z with an elevation of quality, fit and fabric, capsules and collaborations, and a move to wholesaling at elevated department stores in the fourth quarter.

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