Gen Xers, this is not a drill: Costco is selling Esprit sweatshirts, circa 1980-something, for less than 20 bucks. One of the “it” items of our youth at our favorite grown-up store—for a 2026-economy-friendly price? It almost seems too good to be true. But here we are.

Costco hit the nail on the head with this collaboration. The sweatshirts have been flying off the shelves and quickly sold out on the warehouse’s website. Funny how, decades later, a single piece of fashion nostalgia can spark such instant, insatiable demand.

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Even funnier is how little our younger Millennial friends and Gen Z kiddos seem to get it. Their hilariously baffled reactions to Costco selling out of these sweatshirts drive home the fact that you can never truly “bring back” the ’80s. You either lived through it and get it, or you didn’t and never will.

Explaining the Esprit craze to younger generations

Gen X women are doing their best to explain the hype to those under 40. Just look at the responses to this 35-year-old, who asked why so many people are acting like the “E-spirit” sweatshirts at Costco are a “designer drop.”

@bytaliajade Someone please explain the hype.👇🏻#costco........

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