Esprit launches 'rock, grunge and electro-pop' inspired brand EDC

31st October, 2007

India witnesses the launch of young and sexy brand EDC, under the umbrella of Esprit. Grunge, rock, electro-pop - the newcomer bands in the music genre are the inspiration for this collection. EDC brings the 1960s look to the country with English tweeds, oversized lumberjack checks, glamorous skirts with chunky vintage style. The young trendy brand will predominantly cater to the age group 14 to 22 years to provide an edgy and fresh look. Priced affordably at the range of Rs. 650 to Rs. 3000, the EDC collection is available across all Esprit stores in Delhi, Bangalore, Chandigarh, Ahmedabad, Ludhiana and Pune and at exclusive stores in Delhi, Noida, Ludhiana and Vama, Mumbai

The EDC line is going to set new trends for youngsters who are clued in with latest fashion. New trends are catching up rapidly in India especially with the young generation who is carefree and likes doing and wearing stuff which is out of the box. Rock music, tattoos and piercings are the latest teen favourites; an identity that gels with the EDC image.

Mr. Ashish Dikshit, President, Madura Garments Lifestyle and Retail said, "Since its launch in India in October 2005, Esprit has grown at a rapid rate and we now have 28 doors in the country, out of which 16 are exclusive stores and 12 shop-in-shops. Alongwith the growing number of stores, the customer has very well appreciated the brand quality and shopping experience and Esprit now enjoys a very loyal and enthusiastic consumer base. In line with the global strategy of Esprit holdings Ltd, Madura Garments is very happy to bring EDC to India, simultaneously along with its global launch."

The brand is designed to address young, spontaneous people who express their lifestyle with an individual look. Every individual has his own style which EDC authentically realises; the glamorous or the funky look - it's all possible with EDC. Skull stoned jeans, low rise flared pants, wrap skirts, drainpipes, pinstripe trousers and stretch denim shorts are a few examples of the range.

Speaking on the occasion, Mr. Wolfram Hail, President-Asia Pacific, Esprit said, "At Esprit, we recognise the strategic importance of India as a key market and keeping with our commitment of providing the latest and the best to our customers here, the next obvious step was to bring EDC to India. We are launching our new trendy brand EDC for fashion conscious young men and women. Globally the young brand is doing brilliantly with a contribution of over 20 per cent to our total market share."

Added Ms. Manjula Tiwari, Brand Head, Esprit India, "Esprit has had a major influence on fashion and today we are taking yet another step in creating a whole new experience for a new audience - the new generation of fashion conscious young adults. Our EDC store in Select City Walk Mall, Delhi has been a successful start to what we believe will be a rocking response."

EDC, in collaboration with MTV, sponsors the MTV Europe music awards 2007 in Munich. The MTV Europe Music Awards reflect European music taste and recognise artists who are popular in Europe. They are held every year in a European metropolis.

About EDC by Esprit
EDC by Esprit has been doing business since 1998 as the trendy little sister of umbrella brand Esprit. EDC by Esprit addresses young, spontaneous people who live for the moment and express this lifestyle with an individual look. The phenomenal breakthrough of EDC by Esprit led to the launch of EDC men in 2002. EDC by Esprit also has its own range of shoes, accessories, bodywear and licence products.

Whether glam or grunge, EDC by Esprit and EDC men's cool looks are set to rock their way through the chilly season and energetically push up the needle on the EMA trend barometer.

The trendy autumn winter collection of EDC brand for women and men available at the exclusive stores consists of:

EDC Women
Narrow bottoms with longer tops - that's the look for EDC by Esprit. Different volumes and layers are important: drainpipe trousers, shirtwaisters, oversized tops, but also short 60s jackets and trousers in all lengths create exciting new silhouettes. Colours range from black and grey, brown and off-white, and shades of petrol and blue through to berries and bright red. The 60s English tweeds and checks and the glamorous skirt details provide the inspiration for a feminine look

The collection is inspired by newcomer bands in the music scene. The white shirt combined with black drainpipes or men's cardigan is a key look of the season. Plain V-necks, sporty winter bomber jackets, parkas, coats and simple blazers are given a young look by unusual details, contrasting linings, stitchings and tapes.

About Esprit
Esprit is an international youthful lifestyle brand offering smart luxury and bringing newness to life. Esprit has a global turnover of around US$ 5 billion in retail value and is present in 40 countries. Founded in 1968 in San Francisco, USA, today Esprit offers various product lines targeting women, men's and kids' apparel, bodywear, sportswear, shoes, accessories and other licensed products, including time wear, jewellery, fragrance, bed and bath, etc. The Esprit group operates in approximately 600 directly managed retail outlets and has over 13000 wholesale outlets internationally.

After experiencing tremendous success in Europe, Asia Pacific and the US, Esprit Holdings Ltd. sees a great future in emerging markets like China and India. It already has a No. 1 rank in China with retail outlets.

In India, Esprit has exclusive stores in Mumbai, Delhi, Bangalore, Chandigarh, Ahmedabad, Ludhiana and Pune.