By Ivan H., Founder of EVERYDAY SOCIAL®
Back in November 2023, we were among some of the first pickleball brands in the world to introduce KVLR paddles, as shown in photos from our earliest Instagram posts. At that time, though, we didn’t see ourselves as a sports equipment brand. Our focus was simple — to build a community in Karuizawa and design products that our local residents would love, reflecting the town’s natural beauty and quiet elegance.
Our first paddle, the GranClass 110 (KVLR material), was released quietly within our own pickleball community in late 2023. Yet it unexpectedly became the product that put EVERYDAY SOCIAL® on the map. With its gold-foil silhouette paired with deep forest green and lava red hues, it stood out not only for its aesthetic but also for its playability.
Back then, it was considered a power paddle — a stark contrast to the traditional Gen 2 T700 carbon paddles that dominated the market. But as the game evolved, so did the definitions. What was once a “power paddle” is now seen as a control or all-court paddle. The game has changed — and continues to change — as innovation in materials and design accelerates.
Quiet Evolution — Not Hype
Rather than chasing trends, we’ve taken a different path. Throughout 2024, we introduced paddles that explored new materials such as Black & Gold Polyester Titanium and ASAMA 18K, each crafted in small batches with unique widths and performance profiles. However, we didn’t do much to change the insides.
By 2025, the industry had shifted again — this time toward foam-core and other EVA-based paddles that generated far greater power. Many brands rushed to market, only to face setbacks with USAP certifications, inconsistent testing standards, and even legal disputes.
As a small, independent brand, we chose patience over haste. We decided to observe, to learn, and to wait until the dust settled — ensuring our next generation of paddles would meet the high expectations of our players while staying true to our design philosophy.
Staying True to Our Ethos
EVERYDAY SOCIAL® has always been about original design and elegance, not imitation. While countless generic brands chase trends or replicate others’ ideas, we continue to design every paddle from our own concepts — guided by our aesthetic and philosophy born here in Karuizawa.
When we set out to create a new power paddle, we wanted to do it right. Not just to deliver more power, but to enhance the overall player experience. Because while power can add excitement to the game, it can also change it — and not always for the better.
Finding Balance in Power
I started playing pickleball in the 1990s, back when paddles were made of plywood. Since then, I’ve watched the sport transform into a faster, more explosive version of itself. Today’s “power paddles” can produce thrilling shots — but sometimes at the expense of control, finesse, and safety for everyday players.
Personally, I believe that while innovation is essential, the true spirit of pickleball lies in skill, control, and finesse. There should be limits to power — not to stifle creativity, but to preserve the balance and community that make this sport so unique. Paddles should help build community and friendships, not the other way around.
The Next Chapter — Introducing the PWR Series
After nearly a year of research, testing, waiting for regulatory clarity, and refinement, we’re proud to introduce our next evolution:
The GranClass 110 PWR and The Black & Gold PWR, arriving before year-end.
Both paddles represent our ongoing pursuit of harmony — power with precision, design with purpose.
Thank you for your patience, your trust, and your continued support as we write the next chapter of EVERYDAY SOCIAL®.
Stay tuned for more details soon.
🟡🌲
— Ivan