Everlast wearers, their strength and sense of beauty. | feature

People who wear Everlast, their strength and sense of beauty.

Founded in 1910 in the Bronx, the United States, "EVERLAST" has been a leader in boxing and fitness gear. While being a leader in boxing and fitness gear, Everlast is now also known worldwide for its lifestyle wear. EVERLAST has renewed its line under the concept of "strong and beautiful. These two words may seem to be different concepts, but they seem to be deeply connected in their essence. As symbolized by the brand name "Everlast," which means "eternity," athletes' ambition and trainees' self-improvement have always inspired those around them, and this spirit is constantly being passed on. We will examine the philosophy of strength and beauty through the daily wear of four people who confront their own minds and bodies through sports.

Photo_Kazuki Miyamae

Text_Shu Nissen

Edit_Seiya Kato

STYLE 01_Masafumi Watanabe Beauty lies beyond strength.

PROFILE

Masashi Watanabe

He started his career as a model and launched his own brand "Bedouin & the Heartbreakers" in 2004. He is currently in charge of domestic direction for Everlast.
@bedwinner

-What is your relationship with "Everlast"?

Watanabe: It was a brand that I had admired since I was a teenager. I had the impression that it was something that strong people wore, reminiscent of Muhammad Ali, Mike Tyson, and New York City. I had a chance to collaborate with Bedouin & the Heartbreakers about 8 years ago. I started boxing myself, and now I am involved in the creative process.

For you, martial arts has become a part of your life's work, hasn't it?

Watanabe: I have always loved martial arts. I did karate when I was in high school, and now I do jujitsu, boxing, and kickboxing, and I am happy to have more and more friends who are different from the fashion scene. So I want to make cool clothes that they can use in their training, and I want people to wear them more and more, not just for boxing, but for people who do sports, people who care about wellness, people who do yoga, and people from all walks of life.

While being a gear brand, the lineup includes items that can be used in everyday life.

Watanabe: We are not athletes, and training is an extension of our lifestyle. We want our products to be worn easily between fashion and sports, and to be loved by many people.

The design certainly looks simple and easy to wear.

Watanabe: More important than the clothes are the people wearing them. The body is the main character. I hope the clothes will fit in naturally with that body. I want the image of this clothing to be gear for people who want to be strong and beautiful at the same time. We want to support people who not only want to be strong, but who also have a sense of beauty.

The concept is strength and beauty, isn't it?

Watanabe: After all, if you are only looking for beauty, it is not something that can be obtained immediately. The beauty of a professional boxer's refined movements fascinates me because behind them is a strength that has been refined through long years of training. I believe that strength transformed into beauty is one of the goals that await us after training.