Costco stores across the United States have seen a surge in shoppers eager to purchase Esprit sweatshirts, featuring the brand's iconic 1980s logo. The fleece crewneck sweatshirts, priced at $16.99, have already sold out online in all colorways and sizes, becoming a sought-after item at the discount retailer.
The return of the Esprit sweatshirt has resonated strongly with Generation X consumers, evoking a sense of nostalgia for their youth. Social media platforms have been abuzz with the news, with posts featuring the retro tops garnering significant attention. One popular post on Threads showcased the sweatshirts in cobalt blue, chalk white, and alpine green, with commenters expressing delight and sharing memories of the brand from their teenage years.
Esprit was founded in San Francisco in 1968 by Susie and Doug Tompkins, who also established The North Face. The brand achieved widespread popularity in the 1980s, largely due to its distinctive stencil-effect logo, designed by Apple designer John Casado. During this era, Esprit sweatshirts were considered status symbols, retailing for approximately $45, which would equate to roughly $138 today. This placed them in the same category as high-end designer items of the time.
Retailers like Costco have tapped into this nostalgia, making the once-premium item accessible at a more affordable price point. The rapid sell-out indicates a strong consumer demand for vintage-inspired fashion, particularly among the demographic that grew up with the brand. Some shoppers have expressed excitement at being able to afford items they desired in their youth, now that they have their own disposable income.
The brand previously attempted a revival in the early 2010s, but it did not gain traction against competitors like J.Crew and Rag & Bone, which catered to a different aesthetic. The current popularity suggests a potential for retro brands to find new life, though some Gen X consumers humorously anticipate younger generations misinterpreting the brand's name. Michele Jenkins, founder of the blog Daily Waffle, noted the trend, and online shoppers have shared their enthusiasm on platforms like TikTok, where videos showcasing the Costco find have attracted hundreds of thousands of views. One shopper described the experience of seeing the sweatshirts as a full-circle moment, recalling her mother's inability to afford them when she was younger.