EVISU 20TH Anniversary Men's Collection
EVISU 20th Anniversary is celebrated in Spring/Summer 2011 with a tribute men's collection, honoring to its Japanese roots, its original founder, its denim heritage and, of course, its trademark quirky humor.
Renowned today as a cult denim and fashion brand, EVISU has certainly gone a long way since its original founding in Osaka in 1991 by the then-tailor Hidehiko Yamane. A true purveyor of vintage jeans, Yamane-san named EVISU after the Japanese Buddhist god of money, who is usually portrayed with fish and a fishing rod (turns out that money and fishing are two of the designer's favorite things, along with beer, money and women…!). As a specialist of genuine quality and handmade techniques, the initial production line only allowed for about 14 pairs of jeans to be produced per day, with each lovingly hand-painted with the now-trademark seagull logo by Yamane-san himself. Today, 20 years later, despite the brand's phenomenal growth in Japan and worldwide, as well as its expansion into a comprehensive fashion entity, EVISU still remains true to its artisanal roots with a fanatical devotion to quality and authenticity.
And, keeping true to Yamane-san's original creative spirit, it continues to mix in two other vital ingredients of the brand: humour and irreverence.