“How you want it? My jeans is $300. These ain’t Diesel nah these is Evisu.”– Jay-Z – “Show You How”
Evisu, the forefather of the Japanese selvage denim craze of a couple of years ago, has fallen to the wayside since Jay-Z gave them a mainstream plug in 2005. As people moved on to European denim brands like Hope, Acne and Cheap Monda Evisu has overhauled its brand and relaunched itself with Paper Denim & Cloth and Earnest Sewn founder Scott Morrison as its new CEO and creative director. He promises to re-connect the brand to the things that made it great and renowned- labor-intensive attention to workmanship, quality and detail.
Check out the shots for Evisu’s Spring/ Summer 2010 collection