Esprit unveils its every.day.counts brand to Amsterdam

By

Bruno Joly

Published
Oct 16, 2014

Esprit, start-up version, worked on the project for an urban and denim brand for several months. Christened every.day.counts, it opened the doors to its test store today.

Established in Amsterdam, the European city of denim, owing to the number of European headquarters of American brands and doubtless due to G-Star, the store covers 1,700 square feet and is located in the Kalverstraat, one of the Dutch capital's major commercial arteries.

Managed by Armin Broger, formerly of Levi’s and who joined Esprit in 2012, and Rosey Cortazzi, formerly of Nike and Levi's who has been at Esprit since 2011 working in product development, every.day.counts unveils a refined, minimalist and industrial concept akin to the Scandinavian style.

The mixed brand mostly offers basics, with its leitmotiv being modern simplicity. Next to denim and outerwear, mesh is also one of the main focuses. This universe also integrates numerous accessories for everyday life, such as earphones, phone cases and scarves. It remains to be seen whether the test will be conclusive.

At the most recent financial conference, Jose Manuel Martínez, CEO of Esprit, clearly stated that this store and its e-commerce site are to serve above all as a test and will forcibly need to be adjusted according to consumer reactions.


If other cities could welcome every.day.counts stores, such as Antwerp and Berlin, there is no doubt that the concept, given the difficult period Esprit has gone through, would quickly prove its worth.