Many argue that EVISU is one of the first brands to make denim collectible. The brand, founded by Yamane Hidehiko in 1991, is not only famous for its unique character but also for introducing The Replica Movement and Japanese selvedge denim to the world.
Vision The best version of you is the one fearlessly created with passion, authenticity and a touch of humor.
Mission With outstanding quality, the treasures of tradition and unmistakable personality, EVISU provides you with a product as special as you.
EVISU Yamane Hidehiko Est. 1991
Values Tradition: The value of tradition is a foundation for everything the brand does. Understood on different levels, one being their Japanese heritage and the other the classic pair of jeans, both elements EVISU wouldn’t exist without today. Boldness: EVISU makes sure that they are always unapologetically themselves, while adding a youthful and playful element. Uniqueness: Being unique goes beyond exclusivity and character. It means stubbornly making a point out of always standing out from the others in every way possible, even if it means being misunderstood or laughed at. Passion: Passion is the intangible element sparking creativity equally in the brand and consumer, who must have an eye for good artistic expression.
Target group The Creative Connoisseurs (Young Dependents and Free Independents) are people from any age that are young at heart. They would buy into EVISU because it provides them with a tool to stand out while being a part of a subculture made up out of internet-age creatives. These open minded yet, knowledge filled people are mostly male and have money to spend on collectibles worthy of it. Recently EVISU tilted towards a more contemporary mindset by, for example, capturing the online community’s attention with curated and outspoken social media content and unexpected collaborations such as with Durex Condoms. At the same time, they make sure to be found exclusively at urban fashion hotspots where their target group is known to hang out.
Collection EVISU’s collections are characterized by perfected classic denim garments, on top of which they have managed to rework their iconic elements, including the pockets and the seagull logo, in playful and creative ways. In other words, combining the best of the old with the best of the new. Officially, they present two main collections a year adding up to their continuous “Genes, Heritage and Private stock” collections. To the previously mentioned, we can also add collaborative collections and spin-offs, like for example EVISUKURO, a sporty technology orientated collection inspired by Bosozuku culture. Quality is shown in the choice of materials and the construction, while tradition can be found in the old-school and Japanese culture references. Through creativity and once again quality, they manage to express their passion. In conclusion, there is indeed a signature EVISU look made up out of all the discussed elements.
Visual Identity
Creative connoisseurs gather around a concept store in Amsterdam
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EVISU has a very strong visual identity in which they manage to balance out the playful and bold elements with the traditional vintage feel, as is key in the brand’s philosophy. Videos, runway presentations and look books are some of the channels through which the brand showcases their collection. Although still confident, the visual identity in the previously mentioned seems less clear due to their lack of uniformity and representation of core values. They make a point out of the obsessive use of characteristics that include the following: unique tags displaying the EBISU god, logo-filled pockets, the seagull print, traditional leather denim tags with a Japanese print on top, color-blocking and the use of surprising elements. Together they make up a series of small details that distinguish EVISU from any other jean brand.