EVISU WHITE EU-ED GENES / JEANS W30 MENS BNWT

The brand was formally founded in 1991 in Osaka, Japan, by Hidehiko Yamane. 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.

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. He originally called his jeans Evis, after the Buddhist god of prosperity.

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 90s, the vintage trend took on and his jeans were growing in demand. In 1997 Evisu jeans took a leap forward when they were made on licence in Italy with the famous Japanese denim.

Today the little Osaka trademark has become famous all over the world, with 400 shops besides more than 50 in Japan.