BRAND

„This ain't Diesel, n*gga, these is Evisu“ - Jay-Z in „Show you how“

Evisu is an iconic Japanese denim jeans label that was founded in Osaka, Japan in 1991. The brand draws its name from Ebisu, the Japanese god of prosperity, symbolizing its aspiration to bring good fortune to its wearers. Evisu quickly gained attention for its meticulous craftsmanship and distinctive hand-painted seagull logo, which adorned each pair of jeans.

Today, Evisu is renowned as one of the ultimate must-have denim brands, celebrated by collectors and hipsters worldwide. While it has expanded its product range to include menswear, womenswear, t-shirts, shirts, knitwear, underwear, and eyewear, denim remains at the core of Evisu's identity. The brand's commitment to creating the highest quality products has remained steadfast throughout its journey, solidifying its status as an icon in the history of denim wear.

HISTORY

Evisu's journey began with humble beginnings, initially producing around 14 pairs of jeans per day. These jeans were meticulously hand-painted with the renowned seagull logo, capturing the imagination of the detail-obsessed Japanese fashion crowd. The brand's dedication to vintage denim sparked a revival of interest in this timeless fabric, which soon spread worldwide.

The turning point for Evisu came when it successfully entered the American market, becoming the first Japanese denim brand to capture the attention of a wider audience beyond the Japanese niche. This breakthrough was followed by its introduction to the British market through a partnership with Peter Caplowe, the founder of The Hub. Evisu quickly gained popularity in London's cultural scene, particularly within the clubbing world of acid house, garage, and hip hop during the mid-1990s. Evisu's impact continued to grow as it caught the attention of prominent figures in pop culture. The brand's jeans found their way onto the stage and music videos of influential artists like Jay Z, Beyoncé, Lil Wayne, Young Jeezy, and TI, further solidifying its status as a symbol of American street culture. Evisu's fusion of Japanese craftsmanship and luxury sensibility resonated deeply with the American fashion industry, highlighting the admiration for Japanese processing techniques.

DESIGNER

Hidehiko Yamane, the Japanese clothing designer, is the creative force behind the popular clothing brand Evisu jeans. He founded Evisu in 1991, driven by a passion for creating exceptional denim products. Yamane's attention to detail and commitment to the highest quality standards have been the guiding principles throughout Evisu's journey. Despite Evisu's phenomenal success, Yamane has maintained his original mission to produce the finest denim products. He places a strong emphasis on authenticity, using selvedge denim made on narrow shuttle looms and incorporating vintage detailing and original production methods. Each pair of Evisu jeans undergoes a meticulous production process, ensuring the creation of unique and high-quality denim that develops its own character over time. As Jay Z famously mentioned in his song "Show You How," Evisu holds a special place in the hearts of denim enthusiasts and fashion connoisseurs alike. The brand's commitment to authenticity and its fusion of Japanese craftsmanship with global appeal have secured its enduring legacy as a true denim icon.