When we’re in a funk, we go shopping for dresses.
When Esprit is having a bad day, they go shopping for entire companies. So which one will they buy?
Bloomberg News announced today that the famous sweatshirt company is hunting for a luxury brand. Even though they sell loads of sportswear to Germany and the rest of Europe, they know they’ve got nothing on TopShop, H&M, or even The Gap in terms of style cred.
Their hope is to find a company that makes Esprit look better to designers and fashion folk who might, eventually, pair with the line. Says their president, “I would like to integrate such a brand as a better sister of Esprit and as a role model to access good designers who normally wouldn’t want to work for Esprit.”
Okay, so who should be the cool kid that Esprit wants to be? And - more important - who’s a small luxury brand that would be happy with a huge company as a new parent?
We know the Proenza boys were in talks with overseas buyers this Spring, and their Target collection showed they can do mass appeal. They might also like the retro kitsch of Esprit sweatshirts, even though Esprit’s current line is… well, it’s icky. They needed Jack and Laz like, yesterday.
Other picks for a pairing: Esprit and Phillip Lim. Esprit and Luella. Esprit and Catherine Malandrino.
Esprit and _______?
posted by sll
Jun 29, 2007 11:36AM
Ur... Uhm... Cynthia Vincent / 12th Street, whachamacallit.