Editorial Review

Once upon a time, before China’s glasnost, the world’s clothing giants commissioned Hong Kong textile factories to make all the stuff you wear, like nightgowns and polos and pantsuits and Reeboks. So, a local clothing manufacturer wondered: why not take over an American company and keep their profits? It chose a small U.S. label called Esprit, and the brand became a HK apparel miracle. It ruled with affordable casual and work wear and conquered the world. But then Deng Xiaoping and all those Southeastern Asian dictators found out their impoverished folks could work in sweatshops for even cheaper. And, to make matters worse, Zara and H&M showed up. So Esprit no longer has a monopoly, not even in HK, but it’s engineering a rebirth. A huge ad campaign was launched and a new flagship on Peking Road opened in October. More importantly, it still makes simple, affordable stuff to wear. Esprite is dead; long live Esprit.