The denim market has gone through a lot of changes in the last two decades. We still remember the time when there was basically only Levi’s out there and then the shift to premium denim in the 90’s. One of the major players, if not the most significant one, was Evisu in the beginning of the 90’s. This year the brand relaunches, finding back to its old values.
Now Evisu is lead by Scott Morrison as creative director, known for founding Paper Denim and Earnest Sewn. The collection pays homage to the fascinating and forgotten roots of the brand.
The re-launch of Evisu will focus on the quality, craftsmanship, and authenticity that made them the “it” jeans in late-90s, when there was a long waiting list for the 12 pairs that Barneys received each month. Evisu was also the first denim brand to sell in mass for over $100 a pair.
Evisu’s new collection will be available exclusively at Barneys in November 2009 and starting from January also at Fred Segal. The new line with consist of 3 collections, with no 2 pairs the same:
- Evisu Genes ($150 to $198)
- Evisu ($198 to $265)
- Private Stock: ($600-$700) Replica quality, one-of-a-kind pieces, hand painted logo and numbered. For this line craftsmen use various techniques to create unique detailing (e.g. burns using cigarette lighters, hand painted buttons etc.)
Today we can give you a first look at the upcoming collection. Detailed images follow after the jump, including a look at the changing logo of the brand over time.
Related posts:
»
Evisu by Common Projects Collection»
Evisu by Common Projects – Another Look»
Common Projects + Evisu Sneakers»
Evisu x Grand 1888 Bicycle»
Know1edge x Evisu Charity Project Chess Set
This might be interesting. It’ll be nice for Evisu to change direction.
Whatever Evisu, give it up. The moment your shit is starting collect dust at the Puma store for under $80, that means that it\’s over. No one is gonna pay another $500+ for your Mc Donalds logo rip-off jeans, when they can easily cop some fresh 501s and can still be able to feed themselves on the same day. Maybe allowing Jay-Z and millionaire athletes to co-sign for your brand isn\’t always a sound business decision. No do the most sensible thing and go follow Von Dutch and Ed Hardy to TJ Maxx and Marshalls.
I love those back-pocket designs, it’s a creative way to brand jeans.
@Big Boss
Evisu\’s cost $500 (got several pairs for around a $100), and are a McDonald rip-offs? Here I was thinking it was a gull, but now I realize it\’s an endorsement of McDonald\’s. Oh, and more celebs wear Levi\’s than they do Evisu, so I guess I should dismiss them too, eh?
@ googoo
Levis have been around since the 1850s, they virtually started this denim shit–it ALWAYS comes back around to the Levis. They\’re classic. They can be used for any social situation, so it\’s no suprise that various people ranging from celebrites to polictians wear the brand. And I didn\’t suggest ANYONE to dismiss Evisu, I was merely writing them off as a hack brand that jacks up their prices in order to \
Looks interesting they got too cartoony to me so it’s nice to see the actual denim crafting is getting the attention and not the loud logo designs etc
Exactly, they finally get rid of the cartoony stuff, because their denim was always good.
Honestly almost anything is better than that crazy amount of pocket shit that Evisu was putting out a year or two ago and ill try to remain optimistic until I see the full collection. But charging 600-700 a pair for their private stock category seems excessive to me, even for excessively customized jeans. I\’ve had damage done to my jeans from constant zippo use but I never once burned myself with a lighter. If you burn your jeans with a lighter, I say you were probably smoking crack
in respect to Branding, I don\’t know what image Scott Morrison is going after with this new collection. Looking at these pictures and the description, I\’m left wondering how Evisu will be different from Earnest Sewn. I figured i could paint a white gull on my earnest sewn jeans and basically end up with the same result. They say its a small snippet of a presumably large collection and ill try to remain optimistic until i see the full collection.