Wednesday, September 02 2009 @ 04:51 PM ICT

Contributed by: news

Evisu is now re-launching its brand with a new collection for men and women. The collection pays homage to the roots of the brand and will focus on the quality, craftsmanship, and authenticity that made Evisu the IT jeans in late-90s, when there was a long waiting list for the 12 pairs that retailers received each month. Evisu was also the first denim brand to sell in mass for over $100 a pair.

Evisu’s new collection will be available exclusively at selected retailers. The re-launch initially includes 3 collections for men and women with no 2 pairs of jeans alike:

The Evisu Genes, Evisu, and the very exclusive Private Stock (which will sell as high as US$ 700 per pair). Private Stock with unique quality, one-of-a-kind pieces, and hand painted logo and numbered. For this line craftsmen use various techniques to create unique details.

Best Quality Denim & Unique Process

Besides using the best Selvage denim in the world, Evisu jeans go through a “dry” and “wet” process” that gives each pair its unique look and can take up to one week for a pair to be finally ready.

• The dry process is completed by hand: The uniqueness of each garment is created during the dry process as a craftsman hand-sands one piece at a time on an apparatus called a “Sanding Tandem” and uses hand applied scrapping tools to create vintage effects, forgoing molds or more conventional methods.
• Wet process is completed in washing machines. Resin, color treatments and other liquids are applied. The jeans are then put into a bath with an enzyme or stone wash giving each pair its unique look and feel.

Each Pair Tells a Unique Story

Evisu is bringing back the tradition of jeans that tell a story as living testimonial to the wearer’s many life experiences with inspiration coming from different places:

• Tateoti book (“the bible of Evisu brand and its history) with archive images of Evisu jeans from raw to the worn state tracking the evolving nature of each unique pair.
• Inspiration for one piece came from an old pair of Evisu jeans that Scott Morrison found in a flea market. Previously owned by a painter, they had paint stains, key and knife imprints and marks from heavy labor.