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.)