EVISU is a brand born in Japan in 1991 from Hidehiko Yamane’s love for denim. The name refers to Ebisu (or Evis), god of money in the Japanese Buddhist religion, portrayed with a fish and a fishing rod. … In addition to the vintage denim sector, the brand has launched collections related to fishing and golf.
Thus, in the early 1990s, Hidehiko bought a line of machinery capable of producing 14 pairs of jeans a day, on which the logo of the seagull, an icon of the brand, was then hand painted.
Initially, Evisu products were mostly the result of a strong love for fashion rather than a commercial project; perhaps the key to the success of the brand was precisely the concentration of this wave of positive emotions.
In 1994, Peter Caplowe (business manager specialized in the fashion sector) became acquainted with the brand and entered into a collaborative agreement with Yamane-San, in order to export the universe of Evisu all over the world.