I must admit I was never a big fan of Evisu jeans. Besides my appreciation of the brands values and dedication for true vintage, their use of the seagull logo and oversized prints (like the god’s head) were too bullish for my taste. However, all of that is about to change soon with the brands re-launch headed by its newly appointed creative director and CEO Scott Morrison, founder of Paper Denim & cloth and Earnest Sewn.
The new capsule collection for S/S 10 (to be sustained by a full collection for A/W 10) will pay homage to the fascinating and forgotten roots of the brand, and will focus on the quality, craftsmanship, and authenticity that made them the “it” jeans in late 90s. The good news – the logo of the brand has gone through a progression resulting in a more subtle form. More than that, Morrison has opted for a Cleaner construction which will contrast with the distressed hand painted logos (the core vision of Evisu’s creator Hidehiko Yamane) and result in a simpler but better looking pair of jeans.
Available exclusively at Barneys in November 2009 and starting from January also at Fred Segal, the new collection will consist of 3 lines: Evisu, Evisu Genes and Private Stock: Replica quality, one-of-a-kind pieces, hand painted logo and numbered.
Our friends at Denimology have interviewed Scott Morrison, read it here. More images after the jump