Every Second Counts x Kazuki Kuraishi, a collection of urban inspired men's sportswear for AW18/19. Inspired by how the UK and Japanese markets view and style sportswear so differently, Kazuki gave the collection a slogan 'Make Me Like It'.

The collection was designed to provide the UK market with uniquely constructed, hybrid garments and introduce the Asian market to a new fashion-forward way of wearing sportswear. The key in the collaboration logo symbolises the potential the collection would 'unlock' in both these markets.