Coogi X Kith
Relaunch + Reposition
In 2014 , developed rich collaboration with KITH that enabled the relaunch of heritage sportswear brand COOGI. Enlisting the creative collaboration of Ronnie Fieg of KITH, Willie developed a multi-pronged approach to relaunching and repositioning COOGI. With exclusive colorways and fresh content, COOGI was relaunched in the streetwear space.
Jaclar Athletics
Acquisition + Reposition + Licensing
Jaclar, one of our "in-house" acquisitions allows us to grow in the footwear space and offer some our clients access to an American Heritage brand that is now owned by a company from the culture.
Jaclar, a footwear heritage brand established in 1975, went dormant in 1986 when MJ took off from the foul line.Today it is in the hands of youth culture and we will make sure that this brand is accessible to creatives and collectors.
COOGI + PUMA
Licensing + Brand Ambassador
In 2014 , after the success of the COOGI relaunch, we partnered with Puma on a. year-long partnership to re-establish the brand globally. E&S were integral in the design, marketing and roll-out of the collaboration with a global activation to celebrate the birthday of Biggie Smalls, the Notorious B.I.G which included strategic activation partnerships with Rolex and Versace . We continue to work alongside PUMA and will announce further plans for 2023. #StayTuned
Lo Life
Creation + Licensing + Management
Staying true to the culture, E&S created and unified the apparel component to the global Lo Life movement.
This took time and coordination with the many Lo-Lifes and Lo-Heads that follow pledge allegiance to this golden era movement. From Thirstin Howell the 3rd to Kanye West, this project was special and has been globally accepted from Ralph Lauren to the original founders of the Love and Loyalty culture.
FUBU
Relaunch + Reposition + Licensing
In 2005 , As Daymond John and I began to look past our namesake brands ; I predicted to him that I would return in a decade or so to help him relaunch the FUBU brand. After we laughed , Daymond became the " Shark " we all know and love. In 2015, as promised, we repositioned the brand and elevated the trending look as retailers like NUBIAN of Tokyo, Patta, Puma and Urban Outfitters partnered with E&S to revive FUBU. Today , we have secured global licensing and numerous collaborative collections.
Makaveli Branded
Creation + Licensing + Management
In 2004 , seven years after his untimely death E&S was created to acquire and manage the global rights for Tupac Amaru Shakur.
The polarization of the streatwear landscape created regional fashion tribes at retail.
E&S saw this as an opportunity to hone in on the mythical legend of Niccolò Machiavelli and unify the splintered landscape with a universally loved icon. We decided to honor Tupac by posthumously creating and naming his first brand....Makaveli Branded.
Daymond John / Shark Tank
Shark Tank Consultant
Since 1996 , My peer and mentor Daymond John has welcomed and guided me , from being label mate under the Samsung umbrella of sportswear brands his brand being Fubu and my namesake brand of Willie Esco.
Today we work closely together , from the licensing of FUBU to consulting on his various ventures on ABC's Shark Tank.
Generra
Relaunch + Reposition
In 2011, the E&S team on another classic. The relaunch of Generra , the wildly successful 80's brand, best known for its "HYPERCOLOR" technique. The brand was re-imagined and relaunched successfully in 2012 into the mass market.