Magazines Archives - 2007 April

edc takes first bow outside Europe in S’pore
Story 8

FOLLOWING the success of edc Ladies over the years, Hong Kong-listed lifestyle retailer Esprit has launched its ‘edc Men’ range in Asia, its first debut outside Europe.

The range, launched last month in Singapore, Malaysia, Hong Kong, Taiwan and China, draws inspiration from the world of music and pop culture. Targeted at trendy consumers aged 16-25, it has been described as “urbane and internationally-oriented with a relaxed, positive attitude to life”.

edc retails in Esprit stores as a sub-division, and has become the second-best selling collection after Esprit Women’s casual division. The clothing line, which is updated monthly, is priced from S$15.90 (US$10.50) for a T-shirt.