2006. THE BEAUTIFULMAG TEAM ARRIVED IN BARCELONA WERE WE HAD AN APPOINTMENT WITH A REPRESENTATIVE OF THE SPANISH SWIM- AND UNDERWEAR BRAND ES COLLECTION. IT TOOK US SOME TIME BUT EVENTUALLY WE FOUND THE C/ DOCTOR TRUETA STREET WHERE THE ES FACTORY AND OFFICE IS LOCATED. ONCE INSIDE WE WERE GUIDED TOWARDS A SHOWROOM FULL OF THE LATEST MODELS OF THE REVOLUTIONARY BRAND, WHICH WE THOUGHT WAS A BIT STRANGE. THEY DIDN’T KNOW US AFTER ALL SO WHY EXPOSE US TO THE LATEST PRODUCTS THAT WERE NOT EVEN LAUNCHED YET. ALL BECAME CLEAR WHEN WE MET OUR HOST, WHOM WE THOUGHT TO BE JUST A REPRESENTATIVE, BUT WHO TURNED OUT TO BE EDUARDO SUÑER HIMSELF, OWNER OF THE NOW LEGENDARY ES COLLECTION BRAND.
The Spanish textile company is an important motor in the country’s economy. The apparel and footwear business is one of Spain’s biggest industries. Not only domestic, but also with a high export volume. New Molding, Inc, a family business by origin, is a company that manufactures foam cups used in women’s bathing suits to give extra support and comfort. This all changed dramatically when Eduardo Suñer, son of the owner, came up with an innovative idea to use the molds the factory was making for a purpose never done before. This idea gave life to Eduardo’s successful brand ES Collection, which celebrated its 5th anniversary last weekend at the Mar Bella Chiringuito, Barcelona. And yes, we were there again.
Eduardo… 5 years of ES Collection and 5 years of success. How did it all start?
Eduardo: It all started with our famous Pack Up. As you know, our sister company has been producing bra cups for ladies underwear and swimwear. After producing them for 6 years here in Barcelona, I came up with the idea of making a piece of foam mold for men as well. I made my R&D&I, packed my models and boldly went to the Paris Fashion Week in 2005. Here I introduced my idea: mens padding for swimwear.
Quite daring. How did that turn out?
Eduardo: I think people did not quite know how to react. After the show I went to all the leading companies in underwear and swimwear and showed them my Pack Up. They all laughed at me and refused the innovation. It got me very frustrated. I really believed in the concept and didn’t want to give up. And so, even though we never had done garments before, I talked to my partner and we decided to give it a try and create a men’s swimwear line with our new and innovative Pack Up system. This first line was launched in 2006 and it was the beginning of ES Collection.
OK. So now you had your products on the market with its now legendary Pack Up system. After the first rejections of the industry, how did the consumers react?
Eduardo: At the beginning it was not so easy to explain people the functions of the Pack Up. But to be honest with you, people tried it on and they just loved it right away. If they initially thought it felt strange in their hands, they soon realized it looks great when wearing it. It doesn’t really increase but it is so much more aesthetic and sexy.
Over the past 5 years, ES Collection has grown astronomically. The popularity of the initial swimwear collection gave Eduardo the courage to expand his product line. The swimwear collection saw an extension of different models, all available in several fresh and athletic color combinations. In addition ES Collection launched a range of underwear as well, from athletic and sportive to sexy. Since this year ES Collection also includes an athletic apparel line, and two years ago a second brand was launched under the name Addicted. All this based on new and original innovations that makes ES Collection stand out from its competitors.
What do you consider the best development/invention in your brand during the past 5 years?
Eduardo: That is difficult to summarize. We have been working on so many ideas. The Pack Up of course. It is the number one invention. But also the Back Up. This is a padding in the back of the wonder brief, wonder boxer and wonder swim. Our first collection saw the sunny tattoo, a semi transparent shape in swimwear that, under sunlight, gives a cool and fun tattoo effect on your skin. We patented this also worldwide. We were also the first to bring reversible swimsuits. Currently we are about to launch the new wonder swim. And we have a lot more in the pipeline. Finally I think it is also pretty amazing we have been able to open several ES Collection stores, a number that is rapidly increasing. We just reopened the Barcelona store which is now a real flagship store at 160 square meters where you can get the real brand experience.
How would you describe your brand?
Eduardo: ES Collection is all about culture and class. It is about feeling cool, sexy and exclusive. It is an attitude, a lifestyle.
Coming form relatively nothing and building a strong brand with a clear vision in such a short time… Eduardo, you must have made some enemies on the way…
Eduardo (laughing): Jealousy is a killer. It is too bad, really. After being rejected and than able to make our own success, so many tried to stop the growth of ES Collection. Fortunately the customers are very loyal to us as we are loyal to them. That is the real power.
Can we take a small look at the man behind the success? Some personal comments maybe?
If not ES Collection, what underwear do you wear?
Eduardo: Well, Addicted of course… ☺
Do you have idols, people that inspire you?
Eduardo: Yes many, but mostly outside the industry. Mainly architects and painters. I love Gaudí, I love Miró, Dalí...
What do you do in your free time?
Eduardo: There isn’t much time left, but whenever I can I like to work out. I also love spending time on Ibiza. I find I can really disconnect there and relax. And whenever there is snow, you can find me on my snowboard.
Do you have pets?
Eduardo: I have a small terrier named Bruno. Recently he found an orphaned baby cat while we were in Ibiza and he adopted her.
What is the ringtone you currently have in your cell phone
Eduardo (grinning): Queen… We Are The Champions. It DOES motivate me and encourages me to keep moving ahead.
What is your favorite color:
Eduardo: Red. It is a very Spanish color. It represents my passion and energy.
Your campaigns have proven to be very popular and successful. Do you come up with the ideas yourself? Can you tell us about the next one?
Eduardo: As you already know, I am so lucky to work with the best photographer ever, Joan Crisol, he is so créative. Together we plan our campaigns. WEwork as a really good team ☺ Joan is an artist and he does describes ES Collection perfectly through his camera. And isn’t afraid to push a bit further where I normally would have stopped. A good example of that is our enxt campaign that we shot last week in Andorra. The most sexy ever. I can’t tell you more for now except that you will die when you see the material.
Finally Eduardo, where do you see yourself 5 years from now?
Eduardo: Working even harder and surrounded by even more wonderful and talented people. –BM-
All photos by Joan Crisol for ES Collection, with the exception of Underwear 2010/11, photos 1 to 3.
BeautifulMag congratulates our sponsor ES Collection with its 5th anniversary.
ES COLLECTION | BEAUTIFULMAG