Once upon a time, there was a young Japanese designer named Hidehiko Yamane, with a background as a tailor. Passionate and knowledgeable about denim, he searched all over the world for that rare bird, the perfect pair of jeans. Unfortunately, he was confronted with the bare truth: it doesn’t exist. Worse, he discovered that supposedly vintage jeans were in fact mass produced copies. Quality original denim was proving impossible to find…

As he wearied of this fruitless search, he nevertheless made an important discovery on his travels: an American weaving loom from the 1950s that was capable of producing forty metres of selvedge denim a day (selvedge: a nautical technique to reinforce sails by sewing rope into the edges)…then inspiration hit; he would produce the jeans for himself and other connoisseurs. Thus Evisu was born.

Far from being a random name, Evisu comes from Evis, the Japanese and Buddhist god of prosperity. Often depicted with a fishing rod…two things that the Founder loves! Success was quick after the business is founded in 1991. In the beginning, only 14 pairs of jeans were produced a day, with the seagull-inspired logo painted on by hand. Since, Evisu started exporting jeans in 1994 and is a brand known and loved all over the world for its exceptional quality.

Thanks to Evisu’s authentic techniques, a renewed interest in vintage jeans was sparked in the fashion world! Therefore, it was a natural step to develop the brand with a women’s line, children’s wear and bespoke. Even enjoying worldwide success today as a cult denim brand, Evisu continues to focus on the little things: fabrics, colours, sorts of thread and cotton, hand painted logos…nothing is left to chance. This allows the brand to not only dictate its own means of production, but to also be in fashion yet unique, while keeping the authentic flavour that pleases their original fans, premium jeans lovers!

Psst…Check out Evisu Kid’s, available right now in our showroom!