Details Digest: Esprit
Who Cares?
Today, the concept of fashion brands aligning with social causes and championing political movements is hardly novel.
Stella McCartney founded her brand on sustainability principles. Nike blasted Black Lives Matter messages across Times Square. Rihanna’s Savage x Fenty embraced body positivity, designing up to size 3XL. Louis Vuitton made an immediate $1M donation to UNICEF to provide support to Ukraine.
But what about before activism was expected? Who cared?
Activewear Meets Activism
Esprit was founded out of the back of a station wagon in California crica 1968. By 1978 the sportswear label has grossed $100M in sales and by 1996 they had expanded across 44 countries.
Known for their playful campaigns and had-to-have activewear, this vibrant lifestyle brand showed their true colors before it was cool. From employee advocacy, equity & inclusion, AIDs support, and conscious production, Esprit has been leading by example since the peak 1960s counterculture.
Employee Advocacy: The “Real People” Campaign
Early to the anti-model rejection of beauty standards, Esprit launched the “Real People” campaign in the 80s. The collections were shot on real customers and active employees as a form of radical inclusivity.
The 90s ecollection
Before the rise in popularity of sustainability defusion lines and demand for eco-conscious production, Esprit launched their ecollection. Released in the early 90s, the line was made from 100% organic cotton.
Shop vintage history:
When we at The Narrative search for those special pieces that makes you wonder where they’ve been, we pay close attention to a garment’s brand. A brand informs quality and credibility and signals its history.
Found in the closet of Volume 3’s Delta is this stunning red denim jacket by Esprit.
Snag this gem from the heritage 1960s sportswear brand & wear your values on your sleeve.
