In Osaka, Japan, detail obsessed Japanese tailor YAMANE HIDEHIKO rescued ancient looms and revived old weaving techniques and in 1991 EVISU was born. Yamane’s vision and the first pairs of EVISU denim went on to spawn the custom-made Japanese selvedge denim craze.
Evisu’s distinctive “seagull” logo has its genesis in vintage jeans, when logos were printed instead of sewn due to restrictions on thread and other fabric during World War II. The seagull still adorns the pockets of Evisu jeans and over time the customized painted pockets crack and fade away, creating an individual and distinct pair of vintage jeans.
Evisu has remained true to its roots with a fanatical devotion to quality and authenticity, while maintaining two other vital ingredients of the Evisu potion: Humor and Irreverence.
AW’12 is no exception, with collections varying from the more muted offering that lets the exceptional construction and materials take centre stage to bold graphics which adorn and juxtapose beautiful, casual Japanese tailoring. The AW’12 collection demonstrates the very best of Evisu.
Four distinct sub collections see Evisu offering something for everyone. The Mainline collection showcases a range of denim styles and celebrates the brand’s triumphant leap forward into the modern jeans market. Engineered flourishes and subtle and fun into the range while staying true to the vital ingredients of Evisu’s core ideology.
The Men’s collection colour palette takes a natural organic form and avoids too many bright sharp colours in favour of more sophisticated neutrals in keeping with the season. The jeans fit loose and wide and the denim is of course selvedge. The Easy Carrot and Classic slim are both contemporary cuts toned down so they’re a little looser and more wearable.
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