Every Second Counts X Kazuki Kuraishi
An exciting new capsule collection born out of a collaboration between British sportswear brand Every Second Counts and Japanese designer Kazuki Kuraishi.
In the UK we have grown very accustomed to wearing sportswear outside of the gym, it has become a status symbol of wellbeing and healthy living as well as a comfy option when it comes to dressing for day to day living. In Japan, by contrast, the opposite can be said - sportswear is not seen as suitable attire for everyday moments.
The inspiration for the name of the collection, ‘Make Me Like It', and the logo, was to take the two extremes and merge them to create something unique. Providing our home market with uniquely structured, hybrid garments while introducing the Asian market to a new way of wearing sportswear; unlocking the potential within both markets.