About

Everything is Practice ™ is a lifestyle brand whose philosophy comes from sports but extends to all aspects of life.

Everything is practice™ is a phrase spoken by the Brazilian soccer legend, Edson Arantes do Nascimento (otherwise known as Pelé). He is known as the “greatest of all time” by FIFA, soccer’s ruling body, For him, the phrase meant that we we aren’t perfect, must always keep learning and developing our game.

While Pelé’s phrase is the basis of our brand, the significance of his words extend further. It’s our belief that “Everything is practice” transcends sport. It’s a reminder that every moment is an opportunity to be mindful of others and ourselves. Everything is a practice in self-awareness..

Norman Fischer, a Buddhist poet and writer puts it well: “Continous practice expresses human dignity and endurance. It expresses composure and patience. It expresses a full acceptance of whatever comes. So it’s not a discipline; it’s not something external or imposed. It is an expression of our deepest human aspiration.