evisu Mens Classic Painted Daicock Denim Jeans

Mens Classic Painted Daicock Denim Jeans
Ref: 02507

• 100% cotton
• Machine washable

Evisu or Evisu Genes is a Japanese designer clothing company that specializes in producing premium denim wear through traditional, labor-intensive methods.

The brand was formally founded in 1991 in Osaka Japan by Hidehiko Yamane although the research and planning necessary to reproduce the perfect pair of vintage jeans had been going on for several years prior to this. Yamane was trained as a tailor but his love for vintage jeans and his disappointment with the mass-produced modern versions led him firstly to the vintage clothing export business and then, revolutionarily, to start putting together the elements required to reproduce vintage-style jeans. This needed the gathering together of various bits of machinery, none of which had been produced for the last 40 years, which are required to make authentic vintage jeans.

The initial production line allowed about 14 pairs of jeans a day to be produced and each of them was lovingly hand-painted with the now famous seagull logo (Kamome) by Yamane himself. Evisu (also written as Evis or Ebisu) is the name of the Japanese folk god of money who is usually portrayed with a fish and a fishing rod. His name was selected for the new venture as money and fishing are two of Yamane's five favorite things (the others being beer, women and golf - in no particular order).

Although initially Evisu was more a labour of love than a commercial venture, Evisu jeans captured the imagination of the detail-obsessed Japanese fashion crowd, spurring a revival of interest in vintage denim which has now spread across the world. In the early 90's Yamane introduced a tailoring line, followed by fishing and golf lines. In 1999, he introduced a ladies fashion line called Evisu Donna to complete the development of Evisu as a full-fashion range going far beyond a jeans brand.