Evisu Jeans

Evisu has risen from the ashes with the arrival of Scott Morrison as head of artistic direction. This brand was the pioneer of Premium Denim in the ‘90s and its loyal customers had to put their name down on a waiting list to receive one of the 12 pairs of jeans that were delivered to each shop every month.

The brand has released three new collections, Evisu Genes, Evisu and the most interesting, Replica Movement. Indeed, compulsive Denim collectors, also known by the name “Otakus”, are constantly looking to find rare pieces from those that were made during the Second World War. During this era the American government banned the use of unnecessary materials that could serve a purpose in the army. So each brand (even Levis) had to find a new way of putting their logo on their jeans, without using the traditional square of leather.

Evisu is also one of the first brands to change its manufacturing process in order to alter the appearance of the product, whilst maintaining the quality and strength of its fabrics. Each pair requires a week of manual labour to create the finished product.

For those who are currently in the United States, head along to Barneys where you will pay upwards of 80€ for a pair. They will be available in France very soon (Colette?).

Also worth a look is the designer’s blog: http://www.evisu.com/blog/