The epitome of cult designer clothing, Evisu is an exclusive denim manufacturer headquartered in Osaka, Japan. Evisu jeans were initially popularised because of their truly hand-made quality and amazing attention to detail.
The Evisu brand was established in 1991 by Japanese design innovator, Hidehiko Yamane. Yamane was fascinated by the sturdy, tough fabric used to make jeans in the 1950s – as retro-chic became all the rage, he obtained a vintage shuttle loom and began hand-weaving his own distinctive fabric from pure American cotton at the rate of 50 metres a day. The Evisu gull was hand-painted on each piece of clothing Yamane – with that level of attention to detail, it’s easy to see how working flat out, he could only produce about a dozen pairs of trousers each day.
The brand grew popular so quickly that Yamane was unable to keep up with demand. and the jeans are now produced on license in Italy with the same unique Japanese fabric that the Osaka facility uses. As time has gone on, Evisu’s popularity has increased hand in hand with their ability to provide super chic denim jeans to fashionable people around the world – always innovative and sought after.
Evisu jeans are truly unique – though the iconic gull printed on the back pocket is easy enough to fake, the quality of the denim itself is almost impossible to mimic. There are fake Evisu jeans out there – so be a cautious online shopper, and bear in mind that a deal too good to be true usually is.
Evisu jeans are available from a wide selection of shops around the world and a handful of dedicated boutiques – the jeans are also available online, though it’s rare to find a genuine pair of Evisu Genes online outside the official Evisu online shop.© Designer Jeans.org.uk 2006
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