How Evisu Changed The Denim Landscape

It’s fair to say Evisu changed the denim landscape significantly in the 90’s. Founded in 1991 by Hidehiko Yamane, Evisu was originally named Evis - the ‘u’ only coming after he could see the brand would be a success and so as not to be confused with Levi’s.

“The paint was half a joke. I never thought anyone would buy them,” Yamane, a keen fisherman would jest, as he lovingly hand painted the now famous seagulls onto each pair, aka the “Daicock”.

In the beginning, it’s said that he could only make 14 pairs of jeans in a day - the manufacturing process honouring the vintage styles that Yamane admired. The style, the fit and of course, the quality all led to the Japanese label becoming synonymous with the street style of that era.

The Multi Pocket Paris Edition pair below is one of our favourites. The multi-pocket style has been spotted on Travis Scott and Lil Uzi Vert, adding to its allure. Like most Evisu jeans, this pair is made from heavy selvedge denim and hand-painted with the classic Evisu arches. This statement piece was aptly sourced by none other than ‘Rich Archive’. 

For everything Evisu, click here.

Evisu Multi Pocket Rainbow Denim Jeans - Paris Edition


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