Autumn/Winter 2010
Models
Marloes Horst
Copyrights
Evisu
Evisu
New York
USA
Address
121 Greene Street, 2nd Floor
New York
NY, 10012
USA
New York
NY, 10012
USA
FMD-ID
BR462
Phone
+44 (0) 207 292 0500 Fax +44 (0) 207 292 0501
Website
About
founded by
Hidehiko Yamane
belongs to
Evisu
about
Evisu or Evisu Genes is a Japanese designer clothing company that specializes in producing premium denim wear through traditional, labor-intensive methods.
The brand was formally founded in 1991 in Osaka, Japan, by Hidehiko Yamane although the research and planning necessary to reproduce the perfect pair of vintage jeans had been going on for several years prior to this. Yamane 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 export business and then, revolutionarily, to start putting together the elements required to reproduce vintage-style jeans. This needed the gathering together of various bits of machinery, none of which had been produced for the last 40 years, which are required to make authentic vintage 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 (Kamome) by Yamane himself. Evisu (also written as Evis or Ebisu) is the name of the Japanese folk god of money who is usually portrayed with a fish and a fishing rod. His name was selected for the new venture as money and fishing are two of Yamane's five favorite things (the others being beer, women and golf - in no particular order).
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