Esprit

Esprit, founded in San Francisco by the wife and husband duo Susie and Doug Tompkins, traces its origins back to 1968 when Susie and her friend Jane Tise launched their first clothing venture, Plain Janes. Their humble beginnings saw them selling dresses out of a Volkswagen bus. Doug joined the venture, injecting $50,000 from the sale of his outdoor apparel store, the North Face, providing the capital needed to scale their production. The essence of Plain Janes lay in its simplicity, drawing inspiration from the elegant styles of the 1930s and 1940s. Despite their understated designs, Esprit was known also for the abundant use of floral patterns.

In 1971, the brand underwent a transformation, reemerging as Esprit de Corp. The Tompkins expanded their horizons internationally, swiftly becoming one of Europe's fastest-selling fashion brands by 1976. Esprit's popularity grew in North America too.

Their iconic logo was created by designer John Casado. Famous Memphis designer, Italian Ettore Sottsass designed Esprit's first flagship store in Cologne, Germany, in 1986.

Despite their outward progressive image, Esprit faced internal challenges, including labor strikes due to alleged unfair working conditions. While the brand continued its efforts to embody the youthful spirit of the 1970s and 1980s, internal struggles, coupled with the turbulent relationship between Susie and Doug, posed significant challenges. In 1996, a new CEO took the reins, imposing a ban on all Tompkins family members from the company headquarters.

Esprit's legacy has persisted into the 2000s, marked by various collaborations with Opening Ceremony and artists Craig & Karl, amomg others.