Evisu, or Evisu Genes, is a Japanese designer clothing company that has made a significant impact on the fashion world, particularly in denim wear. Founded in 1991 in Osaka, Japan, by Hidehiko Yamane, Evisu quickly became known for its dedication to traditional, labor-intensive production methods. The brand's early success was built on its unique approach to denim, producing just 14 pairs of jeans a day, each meticulously hand-painted with the brand's iconic seagull (kamome) logo by Yamane himself.
The name "Evisu" is derived from Ebisu, the Japanese folk god of money, who is often depicted with a fishing rod. This connection to Japanese culture and tradition is at the heart of the brand's identity, setting it apart in a market flooded with mass-produced fashion.
In the early 1990s, Yamane expanded Evisu's offerings, introducing a tailoring line, followed by fishing and golf lines. By 1999, Evisu had evolved into a full-fashion brand with the launch of Evisu Donna, a ladies' fashion line. This expansion cemented Evisu's reputation as more than just a jeans brand, allowing it to cater to a broader audience.
Despite its success, the brand faced challenges. In March 2006, Evisu and Yamane were reported to the Tokyo District Public Prosecutor's Office on suspicion of tax evasion. They were accused of concealing over 500 million yen of income and evading approximately 160 million yen in taxes over three years. Despite this setback, Evisu continued to thrive, and in 2009, the brand underwent a relaunch with Scott Morrison, co-founder of Paper Denim & Cloth and Earnest Sewn, joining as CEO and creative director.
Evisu's influence extends beyond fashion into popular culture, with the brand being mentioned in numerous songs by artists like Jay-Z, Mase, Young Jeezy, The Game, T.I., Lil Wayne, and Gucci Mane. These references have solidified Evisu's status as a staple in the world of streetwear and hip-hop.
The brand's reach is not limited to music, as it has also made appearances in television, notably in Season 2, Episode 4 of Gavin & Stacey, where it was worn by the character Dave Coaches.
With 65 shops across Japan and a presence that continues to grow globally, Evisu remains a symbol of quality, tradition, and cultural influence in the world of fashion. The brand's dedication to craftsmanship and its ability to evolve while staying true to its roots have ensured its place as a leader in the denim and streetwear industries.
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