Last Thursday Every.day.counts has opened its first store on the Kalverstraat 177 in Amsterdam. The 160 sqm store offers men’s and womenswear as well as accessories and a denim line. The looks are inspired by Scandinavian simplicity, which also reflects the interior design and visual merchandizing of the store in Amsterdam. Denim ranges between 59 and 89 Euro retail price, t-shirts from 19 to 49 and jackets from 80 to 170 Euro.

Every.day.counts belongs to the Esprit brand. Armin Broger, president of the younger Esprit brand edc is now also responsible for the newest Esprit label Every.day.counts. Rosey Cortazzy supervises the merchandizing and Michaela Wiesneck is in charge of the design. 

Although the brand is related to Esprit, the communication of the company clearly aims not to associate the new label with its mother company.

The online shop of Every.day.counts is scheduled to be online by the end of today. More shops are planned in Antwerp, London and Berlin.