Esprit is being rebranded. This luxury California apparel brand has had a rough couple of decades.In its heyday in the ’80s and ’90s, it was known for its high-end clothing like sweatshirts. But most of its US business dried up in the 2000s, and the company’s German and Hong Kong business began to lose their luster with shoppers.

The major restructuring began in 2021. The company is completely refreshing its assortment and plans to unveil all the new designs later in 2023. Decades like the ’80s and ’90s are in vogue these days, which gives Esprit the chance to resonate well with multiple generations. Nostalgia happens to be resonating with the current generation and consumer who has been through a lot of very stressful times over the last couple of years.

Since consumers find aspirational brands to be something to look forward to, and since things were quite more open and freewheeling in the ’80s, Esprit wants to start by reconnecting the consumer with nostalgia. But this is not just a brand from the ’80s, it is now a modernized version of Esprit. The brand will globally be created, designed, thought through, photographed all in New York City. And it will resonate globally from there.