EVISU CHARGES INTO SS12 WITH A STREAMLINED OFFERING—AN INTELLIGENT CAPSULE COLLECTION OF CONNOISSEUR JEANS WITH AN UPDATED FLAVOR.

8 March, 2012

Following a successful 2011, EVISU strides straight into 2012 with a standout collection—the most streamlined and strongest to-date, with a nod to the brand’s two decades of history, heritage and impact on the global premium denim market. The SS12 collection stays true to the DNA of the EVISU core brand heritage—connoisseur-quality denim jeans—while unveiling a slimmer silhouette.

Showcasing No2 14oz Japanese selvedge denim, No2 14oz Japanese broken twill, and No3 12oz Italian selvedge denim, the range of denim styles celebrates the brand’s triumphant leap forward into the modern jeans market.

The three new main collections of SS12 each have their own twist to the new season: Heritage, the Blue Blacks collection, and Into the Wild.

Heritage

Remaining true to the brand’s roots, the collection uses iconic EVISU logos and graphics as key design elements while maintaining the 2 vital ingredients of the brand’s idealogy: humor and irreverence. Classic cool EVISU logos—the Quality Guarantee Godhead, the Kamon crest, and of course, the iconic seagull motif—are reworked together with new graphic designs like the whimsical wabisabi of a fishbone and a minimalist Japanese wink and happy face.

Blue Blacks

The range takes its inspiration from the sea and features detailed graphics on a tranquil palette of indigo, black, white and cool grey. The iconic EVISU logo is re-imagined as a plaited rope on an anchor. Other nautical-themed designs include a sailing ship with the iconic EVISU Godhead, flowing seaweed graphic, and an indigo koi carp swimming in a washed denim sea. Godspeed!

Into the Wild

This collection showcases an outgoing style created with an urban design edge. A vintage street style is brought up-to-date with bright reds, oranges and yellows that pop out. The design elements have everything to do with founder Yamane’s favorite summer outdoor activity—fishing: from rods to hooks, to bait and fishing permits. Perfect for some spring and summer stylin’.