Evisu was formally born in Osaka, Japan in 1991, altho the exploration and planning to reproduce the perfective pair of vintage jeans had been going on for assorted years prior to this.
The founder is Hidehiko Yamane. Yamane-san was trained as a tailor but his love for vintage jeans and his disappointment with the mass-produced progressed versions led him first and foremost to the vintage costume import business and then, revolutionary, to commence putting together the elements required reproducing vintage-style jeans. This necessitated the gathering together of all the respective bits of machinery, none of which had been formulated for the last 40 years, which are required to make authentic vintage jeans.
The introductory production line permitted with regards to 14 jeans a day to be produced and each of them was lovingly hand-painted the now widely known and esteemed seagull logo by Yamane-san himself. Evisu (also written as Evis or Ebisu) is the name of the Japanese folk god of cash who is normally portrayed with a fish and a fishing rod. His name was chosen for the new crusade as cash and fishing are two of Yamane-san’s five bestloved things (the others being beer, women and golf – in no queer order).
Although initially Evisu was more a labor of love than an mercantile venture, Evisu jeans captured the imagination of the detail-obsessed Japanese fashion crowd, spurring a revival of interest in vintage denim, which has now disseminate around the world. In the early nineties Yamane-san introduced a tailoring line, followed by a fishing range and a golf range. In 1999 he introduced a ladies fashion line called Evisu Donna to finish the development of Evisu as a full-fashion range going far beyond a jeans brand. Evisu now has more than 65 shops in Japan.
In 1994 Yamane-san was visited by Peter Caplowe who became an prompt convert to the Evisu ethos. Peter Caplowe’ company begun working almost with Yamane to give rise to Evisu outside Japan which now spans the globe, merchandising in over one thousand of the world’s
best boutiques and division stores. The jeans became an instant hit with the western world’s trend-spotters, movers and shakers. The now ubiquitous logo became a status symbol, a byword for a product that was almost unavailable and cost the world (it was unknown for a pair of jeans to cost $400, when Levi’s were retailing at around $50 market). The success marked a new ear in denim culture and companies like Levi’s and Wrangler raised their game too and sparked a whole plethora of new labels such as True Religion and Seven. All of a sudden denim became worthy of acceptance or satisfactory in the workplace because jeans were now expensive, beautifully crafted and a weekday rather than a weekend staple.
The Evisu Store on Savile Row in London, September 2005 heralded a new ear not only for Evisu but for the entire premium denim market itself. It marked the beginning of strange yet highly successful cooperative relationship of high-end denim with established English bespoke tailoring. The opening of the concession in the Selfridges store is a stepping-stone for Caplowes long-term system for Evisu, which paved the way for two Hong Kong stores, a store in Dubai, Shanghai and Shenzhen. A beauteous flagship opened in Copenhagen in 2007 and more shops and corners are regarding to open all over the globe.
Despite this extraordinary growth Evisu still remains true to it is artisan roots with a fanatical devolution to quality and authenticity while preserving those two other critical ingredients of the Evisu magic potion – humor and irreverence.
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