Under the influence of the "fashion cultural renaissance" promoted by designers such as Vetements and Gosha Rubchinskiy and the resurgence of street style, brands such as FILA, Juicy Couture, and Champion that were generally considered to be dead flowers are now flourishing. Now, Esprit, which was once a fashion icon in the minds of a generation, also plans to capture young customers again in the same way. Recently, the brand collaborated with the famous New York buyer store and fashion brand Opening Ceremony of the same name to launch a joint men's and women's clothing series, hoping to eliminate the outdated image of aging in recent years.

In the men's and women's clothing series called "Esprit by Opening Ceremony", the Esprit font-style logo designed by John Charles Casado, a famous American graphic designer who created trademark patterns for the first generation Macintosh computer and New Line Cinema in 1979, is widely used in eye-catching positions on trousers, sports sweatshirts and T-shirts, and its visual impact is enhanced through bright colors. The price of the entire series ranges from 20 to 125 US dollars (approximately RMB 130 to 840 yuan), and the styles are more towards the Opening Ceremony-style neutral sports style, and include accessories such as canvas shopping bags printed with the Esprit Logo and different background patterns.

In 1968, Doug Tompkins and his ex-wife Susie Tompkins (they were also the founders of The North Face) founded Esprit in San Francisco. The popularity of this brand has a lot to do with the prevailing hippie culture at that time: in the early days, the couple's behavior of selling Esprit clothing in their Volkswagen minibus (Volkswagen Bus) was once regarded as a hippie legend - even the Volkswagen bus was once an important symbol of hippie culture. Since then, with the use of artists and architects as advertising models and the insertion of social topics in advertising, Esprit has gradually transcended the purely clothing level and become a brand with a strong humanistic flavor - "In our impression, Esprit is the first brand that is not limited to the fashion field," said Carol Lim and Humberto Leon, the founders of Opening Ceremony and the creative directors of Kenzo.

Regarding this collaboration, the pair said: "We wanted to reinterpret Esprit's style in a modern way, so in this series, we not only retain the brand look of the 1980s and 1990s, but also incorporate the neutral and functional features of Opening Ceremony." In addition to Esprit, Opening Ceremony also recently teamed up with Calvin Klein to launch a series of T-shirts printed with Kate Moss's 1993 advertising photos for CK underwear. The joint series of Kenzo and H&M they are helming will also go on sale in November.

Due to the impact of H&M, Zara, Uniqlo and other brands, Esprit has been deteriorating in recent years: According to the financial report data released by its parent company Esprit Global Holdings Co., Ltd. from 2015 to 2016, the brand lost nearly 238 million Hong Kong dollars - this brand that once represented a young and fashionable style is now almost regarded as an antique. Therefore, joining hands with Opening Ceremony can be regarded as the first step to reverse the aging image of the brand. Especially now, the fashion industry where street style plays a leading role is filled with a large number of cases of cultural sentiment consumption. Esprit, which has experienced ups and downs, may also be able to get a share of the pie.