Evisu over the years and like any other company, made changes to their icon and their identity, but the way in which they make jeans always stayed true to form.
Form over function.
Function creates identity.
Just ask Evisu CEO Nick Starsmore:
Evisu began with the 5 pocket jean, originally designed in the 1880s. In 1991, Evisu launched the “premium denim” movement, which in the late 90s, made way for popular brands like Earnest Sewn, PRPS, Earl Jeans and Paper Denim.
Re-Launch of Evisu
Evisu is now re-launching its brand with a new collection for men and women (from $150 to $700 a pair). The collection pays homage to the unsung, forgotten roots of the brand, along with the quality, craftsmanship, and authenticity that made them the standard in denim in the late-90s, back when there were waiting lists for the 12 pairs that Barneys New York received each month. Evisu was also the first denim brand to sell mainstream for over $100 a pair.
Evisu’s new collection will be available exclusively at Barneys in November 09 – And starting in January at Fred Segal. The re-launch initially includes 3 collections for men and women with no 2 pairs of jeans alike:
1. Evisu Genes ($150 to $198)
2. Evisu ($198 to $265)
3. 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.)
Reader, have you ever owed a pair of Evisu jeans? I remember when these blew up all over again after Jay-Z rapped about them in his song “Jigga that Nigga” from 2001’s “The Blueprint” (@ 1:43):
Let’s hear your thoughts in the comments!