“Our collection is just like a sandwich,” explains Armin Broger, director of the newly launched fashion label Every day counts, which is financed by Esprit. Thursday night saw the opening of the label first test store on the Kalverstraat in Amsterdam, one of the main shopping streets in the self proclaimed denim capital.
The 160 square meter store was created with customers needs in mind and features digital assistance in its fitting rooms as well as personalized style advice.
“Consumers say that they have a wardrobe full of clothing, but they always pick out the same pieces to wear day in and day out. We at every.day.counts wanted to presented these items to our customers,” he added. “Our collection is like a sandwich, which you can fill with different fillings. The basis – or the bread – consists of the pieces you wear every day. We call these garments 'Everyday.' Then we have the additional 'statement pieces,' which we see as the additional filling you can use to personalize your outfit, or fill your sandwich. We call these items 'Today,' and they can easily be swapped.”
Every day counts opens first store in Amsterdam
The brand aims to release a collection four time per year. The 'Everyday' collection is the fixed range which will be available for six months and launched at the start of each season. The 'Today' collection will then be launched in between these seasons, separate from the fixed range. “Pieces that sell well stand that chance of being added to our regular fixed range,” says category manager Manon Egging. “We want to offer our customers good quality, contemporary items for a fair price. Following our brand concept we want to create garments which people want to wear every day. Therefore our focus is on creating strong basics with an edgy twist, which includes denim.”