new brand esprit amsterdam Every.Day.Counts

Every Day Counts in Amsterdam

Fashion chain Esprit has opened the first store of its new formula Every Day Counts in Amsterdam. Located at the Kalverstraat, this 160 sqm store offers men’s and womenswear as well as accessories like ear plugs and phone covers. The looks are inspired by Scandinavian simplicity: refined, minimalistic and industrial, which totally fits the Normcore trend of the moment.

Although the Kalverstraat is one of the major commercial arteries that I normally try to avoid, I will make an exception for this new kid on the block. Last week I saw a preview of their first collection and it’s very promising and very affordableDenim ranges between 59 and 89 euro, t-shirts from 19 to 49 and jackets from 80 to 170 Euro. 

If this test store and it’s web shop (scheduled to be online by the end of today) are successful, other cities like Berlin and Antwerp will get their own Every Day Counts store. My prophesy: this concept will expand very very soon. 

Don’t count the days. Make the days count.


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