The local team behind Esprit launched their campaign on social media platforms on Thursday, 15 October and it has aimed to depict social distancing as the 'cool' thing to do.

The Esprit armbands that signal to others to keep a safe social distance are available free of charge with the purchase of a six-pack of Esprit from selected outlets. Each armband has the message 'Own your Space' imprinted on it, which acts as a walking reminder to take responsibility by protecting yourself and others by respecting their personal space.

'For now, social distancing in public and strict hygiene habits are our best defenses against the coronavirus, but only if people respect these practices and encourage others to do the same. That is exactly what our '#OwnYourSpace' campaign sets out to do," says Esprit Brand Manager Alicia Reddy.

"We want to encourage people to keep a safe social distance by wearing their Esprit armbands when they are out and about. Our consumers are the young, cool crowd who love to have a good time. We believe they will step up to the challenge and lead the 'Own Your Space' movement by wearing their armbands and influencing others within their circle of friends and family to do the same," adds Reddy.

"We understand how difficult it is to constantly remember to abide by the rules of social distancing — a practice that inherently goes against the grain of South Africans who are generally affectionate and tactile by nature. While this campaign is all about taking responsibility and keeping a safe social distance, the armbands are a way of letting others know they need to keep a safe social distance in the friendliest and most empathetic way possible," concludes Reddy.

For more information, visit www.espritofficial.com. You can also follow Esprit on Facebook, Twitter or on Instagram