Apr 19, 2017 | By Samuel Trotman
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Late last year, Espirit unveiled its every.day.counts brand to Amsterdam.
If you were test a new denim programme in any European city right now it would have to be Amsterdam, the denim capital of Europe. So it came as no surprise when Espirit decided to kick start their new brand every.day.counts there last October with a small test store in the city centre.
Headed up by two of Espirit’s senior denim heads Armin Broger, formerly of Levi’s and Rosey Cortazzi, formerly of Nike and Levi’s, the brand enters the market with a refined, minimalist concept akin to the Scandinavian style of H&M’s & Other Stories. The range offers simple, well designed denim pieces for men and women, the kind of basic pieces you wear everyday. With todays under 30 savvy consumer in mind, the brand is really focusing on delivering premium design at an affordable price – jeans start at just 49.99 euros. The collection features wardrobe staples like the skinny, boyfriend and minimalist dungarees with no fuss designs, clean laundries and discreet branding.
We spoke to Rosey on the collection:
What is every.day.counts?
It’s a shopping revolution for men and women. every.day.counts is the ‘anti-shopping’ solution to buying clothes. We simplify the experience and cut out all the noise of unlimited choice that is the pain of modern life. Our philosophy is simple: premium products and a first-rate shopping experience at affordable prices. every.day.counts is our way of making your day count.
Can you tell us about the style of the collection?
every.day.counts is modernist. We offer a stylish collection with pure, clean lines made from premium fabrics at a realistic price. Denim is the soul of every.day.counts. We’re all in love with denim and we’ve put our hearts into delivering an extensive range of denim designs in different fits and washes. Our colour palette complements denim: the urban landscape and its textures inspire our choices – think painted brick walls and smooth concrete with a touch of sky. Our style is not superficial. Every detail counts.
Who wears every.day.counts?
Men and women with a confident sense of style. People who love a premium quality environment but with no-nonsense prices. People who demand wearable, uncomplicated clothes that are also timelessly stylish. They’re adventurers in fashion who are willing to try new concepts.
How many collections per year do you launch?
We don’t do collections as such. We simply add in the right styles for the season. These build on our basic ‘Everyday’ range that’s always available. We also just drop some new things into our store as a surprise. We like experimenting.
Who is behind the brand?
An international team of energetic young designers led by managers with extensive experience in fashion design and retailing. Our combined vision is to cut through a cluttered market and introduce beautiful styling at affordable prices.
Where can I buy every.day.counts?
You can buy it online—or you can visit our store in Kalverstraat 177, Amsterdam. We’ve put an omnichannel customer service experience in place to merge online and offline shopping. Get digital assistance in the changing room, order online from the store or collect your online purchases at the shop. It all works together to make life easier.
Online we share our styling ideas with our customers through a “Today” item. They can also see what others are buying and how different items fit together.
Where is every.day.counts made?
We value responsible and ethical business practices, so we focus on sourcing materials and products from Europe. We carefully select other suppliers worldwide and inspect all of our suppliers to ensure every.day.counts complies with ethical manufacturing standards.
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