Evisu was formally born in Osaka, Japan in 1991 although the research and planning necessary to reproduce the perfect pair of vintage jeans had been going on for several years prior to this.
The founder, and still the owner, of Evisu is Hidehiko Yamane. Yamane-san was trained as a tailor but his love for vintage jeans and his disappointment with the mass-produced modern versions led him firstly, to the vintage clothing import business and then, revolutionarily, to start putting together the elements required to reproduce vintage-style jeans.
The initial production line allowed about 14 pairs of jeans a day to be produced and each of them was lovingly hand-painted with the now famous seagull logo by Yamane-san himself.
Evisu (also written as Evis or Ebisu) is the name of the Japanese Buddhist god of money who is usually portrayed with a fish and fishing rod.
Although still relatively unknown, Evisu remains true to its artisan roots with a fanatical devotion to quality and authenticity. Evisu is sold in only 25 shops in Japan and only 400 of the most exclusive boutique stores worldwide. However, ceratin items can be purchased on their online store.Certain celebrities such as Usher, DJ AM, Nas and Mischa Barton have already adopted the brand, however international sales are yet to reach its full potential.
For more details check out www.evisu.comVERDICT: Get in early and wear this absolutely smoking label! We're tipping it as the next "Von Dutch" must-have fashion label. Remember, you heard it here first!
