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Ebisu

Evisu

Field:
apparel
Style:
casual
Market:
women, men
URL:
Evisu official site

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Especially well-known for premium denim wear

101105-6641 - EVISU founder Hidehiko Yamane
Evisu founder Hidehiko Yamane

Founded in Osaka, Japan in 1988, Evisu (エヴィス) is especially well-known for premium denim wear made through traditional labor-intensive methods. Evisu also makes t-shirts, sweatshirts, jackets, suits, accessories and shoes.

Founder Hidehiko Yamane named the brand Evis, after Levis, because he considered Levis 501 the best jeans ever made. He later changed this to Evisu, as it was close to Ebisu, the Buddhist deity of fishermen, good fortune and business prosperity. One of Japan’s Seven Lucky Gods, Ebisu is especially popular in Osaka, which prides itself on its business spirit.

When Yamane, who calls himself a tailor, searched for original quality denim, he realized that it was impossible to find. Yamane eventually decided to make jeans himself.

In the early 90s, the vintage trend took off and his jeans became increasingly popular. In 1997 Evisu jeans were for the first time made in Italy.

Today, the brand has become extremely popular all over the world and now has hundreds of shops in North America, Europe, Africa, Asia and Australasia as well as many stores in Japan.

Evisu International and Evisu Japan are however now totally independent companies, and Yamane has nothing to do with international operations. Here is a link to the International Evisu.

Also read Jeans Revolution about how the Japanese Jeans Revolution made vintage jeans popular worldwide and The Quest for Perfect Jeans about the people who made this revolution happen.


Contact Data

Address:
40-4 Shijo-cho, Kashihara-shi, Nara, 634-0813 JAPAN
Phone:
(+81) 0120-29-1998 (customer center)

Review Evisu

When and why was “EVIS” changed to “Evisu”?

iplaywork
Mar 30, 2012 (996 days ago)

@iplaywork: US jeans giant Levi Strauss sued Evisu over the name (Evis was a play on Levi’s) and Evisu pocket designs. The name was changed after the lawsuit was settled in 1999.

Kjeld Duits (author)
Mar 30, 2012 (996 days ago)

Seems Levi’s is kind enough, since EVISU started first international distribution in 1994, according to the official website. The lawsuit took place after 5 years, this wasn’t Levi’s at all.

iplaywork
Apr 6, 2012 (990 days ago)

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http://www.japanesestreets.com/fashion-brands/356/evisu