A NEW KIND OF COURT CULTURE
Elegantly Crafted | High-Performance | Small Batch.
EVERYDAY SOCIAL
EVERYDAY — The moments that shape us are rarely the grand ones. They are the quiet rituals we return to: the morning walk, the familiar face, the game played week after week. Small and repeated, these moments become the foundation of a life well lived.
SOCIAL — At the heart of being human is the need to gather. To share. To build something larger than ourselves. Community is not simply where we live — it is how we thrive.
EVERYDAY SOCIAL® was born from this belief. In Karuizawa, when the world had grown quiet and connection felt out of reach, Ivan set out to create a place where people could come together — not for competition, but for belonging. A handful of players became a club. A club became a community spanning generations, from children to those in their eighties, united by a single intention: to live more fully, together.
Today that spirit travels with every product we make. EVERYDAY SOCIAL® is more than a brand. It is an invitation — to slow down, to reconnect, and to live with intention.
From Karuizawa to the world. One court at a time.
From Karuizawa to the world.
EVERYDAY SOCIAL® began the way most meaningful things do — without a plan.
In 2021, Ivan and Tomoko traded Tokyo for the forests of Karuizawa. A quieter life. A slower pace. And, unexpectedly, a
court. Ivan began coaching voluntarily — one player at a time, for anyone who wanted to learn. Neighbors brought friends. A community of nearly 300 formed around the game, held together by friendship and the simple pleasure of showing up — of being part of something larger than themselves.
What grew from those early mornings was more than a club. It was a standard — a way of doing things with intention and without excess. EVERYDAY SOCIAL® was founded to carry that standard into every product it makes. Rooted in Japanese design. Guided by restraint. Built for people who know the difference between something made with care and something made for convenience.
Nature as design
Karuizawa, nestled in the highlands of Nagano, has long been a quiet retreat for artists, royalty, and travelers drawn to its forests and cool mountain air.
Its changing seasons and natural landscape shape the colors, textures, and design language behind EVERYDAY SOCIAL®.
Each piece reflects this environment—subtle, balanced, and intentional.
Karuizawa also carries a quiet sporting heritage. Home to Japan’s oldest tennis club, it holds an understated prestige that continues today through one of the country’s most diverse pickleball communities, the Karuizawa Pickleball Club.
From nature to court—brought to life through community.
"The court has always been a gathering place. strangers become community."
Ivan & Tomoko
Ivan and Tomoko have called Karuizawa home since 2021. What brought them there was a quieter life; what kept them there was community. Together they founded the Karuizawa Pickleball Club and built Rosewood Alley — and in doing so, created the conditions from which EVERYDAY SOCIAL® grew. For the full story of how it came to be, read Ivan's founder profile.
Charly
Charly is an artist and designer behind EVERYDAY SOCIAL®. After graduating from Central St Martins, she built her career across London's film, fashion, and branding industries before founding her own studio. She brings to EVERYDAY SOCIAL® a rare ability to hold the aesthetic and the strategic in the same hand — understanding not just how a brand should look, but what it should mean.