After a soft launch of the new Esprit Denim Line in the middle of 2012, which featured nine individual denim fits, the fashion company based in Ratingen, will release the whole collection – jackets, shirts, t-shirts, and sweaters for men and women – in July/August 2013. The revised collection offers new fits and fabrics, new labelling, new patches and a new fit-communication at the POS. “Our intention is to offer designer level products at a high street prices” says Rosey Cortazzi, Head of Denim Division Esprit. Retail prices for denims range from 49 Euro up to 90 Euro.

The sell-in has already started and Esprit will show the collection for the first time at the CPH Gallery in Copenhagen: “We made a conscious decision not to exhibit at Bread&Butter in Berlin. We feel that this fair is cooler and more low key and this closely aligns with Esprit’s brand values”, says Rosey Cortazzi.

But is it the right time to offer an own Denim Division? “Yes”, says Cortazzi. For her the denim division serves as a denim centre of excellence. Cortazzi and her team want to work with this fabric to raise the bar in terms of quality and execution: “We have built a team of denim experts from around the world who have been able to upgrade the product. The denim division is a focal point within the Casual area but the collection can still be cross merchandised with both Esprit Casual and Collection. The denim division designs all denim garments for Esprit with the exception of EDC and Kids”, says Cortazzi.

Cross merchandising and mixing the different divisions to one look are the key elements for Esprit. Chief Product and Design Officer Melody Harris-Jensbach: “In terms of the development of the collection, we try to think: How could our customers build up their own wardrobe?” For Harris-Jensbach, in the ideal case the customer would take a shirt from the casual line, a skirt from the collection line and mix it with something from the accessories line.

The denim division will be presented in the Esprit stores with an own corner. Retailers who have Esprit in their portfolio should at least present the denim division at within an area of at least eight square-meters. The key pieces for fall/winter 2013 are the blue denims, selvedges for men's in clean and authentic washes. Innovative laser rose prints for women and denim shirts.