Every Second Counts: British-Designed Activewear


It is the authenticity of Sally Dixon’s vision, which makes her new British-designed range of women’s activewear more than just a clothing brand.

Her philosophies around healthy living, and passion for self-care, are woven beautifully into each garment. It is clear, if not only from her smile and natural glow, that Sally truly believes in and lives by her brand; Every Second Counts.

Every Second Counts

Model Wears: MY TIME ANY TIME VEST | Image: Every Second Counts

As is the case with many successful brands, it was Sally’s own personal experience which inspired Every Second Counts – which, when shortened to ESC, conjures images of escaping the confines of time to live in the moment.

When it came to stylish, high-performance activewear, Sally had spent enough time in the States to know what the UK was missing.

As a qualified pilates instructor with 17 years of experience in the fashion industry, Sally sought to combine her passions to create a truly versatile activewear range.

“The modern day woman likes to have a taste of everything,” Dixon says, which is why the collection is as suited to yoga, pilates or running, as it is to picking up the kids, travelling, or relaxing at home.

Whether you are taking the first steps in your get-fit journey or working toward your next fitness goal, Sally has ensured that the ESC collection will speak to you. “Seconds really count in a marathon. They also count in making time for you,” she says, with respect to the flexibility built into each piece.

ESC manufacture in Portugal, and have focused on delivering product features like seamlessness and sweat-wicking performance fabrics. The designs are purposefully understated, chic, but also incredibly functional.

Every Second Counts

Model Wears: GAME CHANGER CROP + GAME CHANGER CAPRI | Image: Every Second Counts

Concerning the wellness industry in London, Sally agrees that attitudes are rapidly changing and that the health and wellness scene is booming. She describes the budding wellness community as supportive and encouraging, and sees herself as part of an important movement, which is shaping the lives of Londoners.

With a men’s range in the pipeline, the ESC vision is to inspire both men and women, to see the compounding effects of each moment, knowing that over time these seconds will amount to true happiness.

Every Second Counts launched in January. As well as online via the ESC website, the collection is now available across London in Stretch London (London Fields), Absolute Pilates (Parsons Green), and Vita Pilates (Knightsbridge). Until the end of May (quick… hurry!) ESC also has a pop-up shop in Barrecore (Mayfair + Chelsea).

ESC is offering welltodo Londoners a 15% discount when you use the code WELLTODO at the online checkout. Valid until 30 June 2014.



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