TWO PEOPLE SET OUT ON A JOURNEY TOGETHER
He, a creative man from the East Coast who hitchhiked through California in 1963. She, a young Californian in a VW Beatle, driving to her holiday job. Their names were Doug Tompkins and Susie Russell. Their journey together begins on Route 89 in Emerald Bay – and lasts longer than either could have imagined at the moment they met: three months later, they are married. Five years later, they founded a company that would go down in fashion history: the ESPRIT.
1968 CREATION OF THE BRAND
IN THE BEGINNING, ESPRIT WAS JUST AN IDEA THAT HAD TO LEARN TO WALK
With their passion for fashion, seemingly endless energy and strong family spirit, they run their company under the name “Esprit de Corp”. At some point, however, Susie and Doug discover that the “Esprit” itself is just better! Something is still missing, however: appropriate signage. It is to be designed by John Casado, one of the most talented artistic directors of his time. His first idea is very unusual – and he fails to convince Doug.
hn is asked for new suggestions. What it presents a month later, however, is – exactly the same logo! This tenacity impresses Doug – which is why he gives the green light to familiar, bold letters in bright colours. These later became famous all over the world and characterise Esprit to this day.
1960 - 1980 SPIRIT OF THE TIMES
MARKER INDICATES DIRECTION
Love, peace and harmony! Susie and Doug are also, as a company, totally committed to the ideals of the Flower Child generation. Responsibility for their employees, social and environmental issues are not only important in theory, but they live them in practice. Example: long before “Eco fashion” becomes fashionable, they find a supplier of organic cotton and produce an Esprit “Eco collection” at that time.
EMPLOYEES BECOME A TALKING POINT
Why actually always advertise with models? Esprit employees have played an important role from the very beginning – and now they are even the faces of the ads. Instead of perfect beautiful women, Esprit represents people as they are. Along with personal and often humorous statements. This turns the ad itself into an image statement: the Esprit is different, closer, more authentic.
The “Real People” campaign was the beginning of a new way of communication. Esprit seeks dialogue, engages people – and takes a stand. Esprit remains true to this principle to this day.
IF IT'S NOT INSPIRATIONAL, IT'S NOT ESPRIT
Looks are of course very important to Esprit, but it’s not just about styles. This applies to everything the brand represents to the outside world. Whether it’s a shoebox or a shop window, packaging or a price tag – every detail is presented in an inspiring, colourful and optimistic design. A unique look that every customer instantly recognises – and that makes the brand’s vibrant, creative image truly tangible in the truest sense of the word.
