TOP 3 CHEAP EVISU GENES LINKS

You want to know the history of Evisu Genes?

Evisu was formally born in Osaka, Japan in 1991 although the research and planning necessary to reproduce the perfect pair of vintage Genes had been going on for several years prior to this.The founder, and still the owner, of Evisu is Hidehiko Yamane. Yamane-san was trained as a tailor but his love for vintage Genes and his disappointment with the mass-produced modern versions led him firstly, to the vintage clothing import business and then, revolutionarily, to start putting together the elements required to reproduce vintage-style Genes. This required the gathering together of all the various bits of machinery, none of which had been produced for at least 40 years, which are required to make authentic vintage Genes (see the What Makes Evisu Special Section).The initial production line allowed about 14 pairs of Genes a day to be produced and each of them was lovingly hand-painted with the now famous seagull logo by Yamane-san himself. Evisu (also written as Evis or Ebisu) is the name of the Japanese Buddhist god of money who is usually portrayed with a fish and fishing rod. This name was selected for the new venture as money and fishing are two of Yamane-san's five favourite things (the others being beer, women and golf - in no particular order).Although initially Evisu was more a labour of love than a commercial venture, Evisu Genes captured the imagination of the detail-obsessed, Japanese fashion crowd, spurring a revival of interest in vintage denim which has now spread around the world. In the early nineties Yamane-san introduced a tailoring line, followed by a fishing range and a golf range. In 1999 he introduced a ladies fashion line called Evisu Donna to complete the development of Evisu as a full-fashion range going far beyond a Genes brand. Evisu now has 25 shops in Japan. In 1994 Yamane-san was visited by Peter Caplowe who became an immediate convert to the Evisu ethos. They formed a partnership to develop Evisu outside Japan that now spans the globe, selling in 400 of the world's best boutiques and department stores. Despite this phenomenal growth Evisu still remains true to its artisan roots with a fanatical devotion to quality and authenticity while maintaining those two other vital ingredients of the Evisu magic potion - humour and irreverence.

EVISU NEWS

March 30th 2005 - EVISU'S LONDON STORE HAS OPENED
Ground Floor, 9 Savile Row, London W1X 1AF
 

March 24th 2005 - EVISU'S HONG KONG STORE HAS OPENED
Shop 3097, IFC Mall, Central, Hong Kong

June, 2004 - EVISU SPA
Evisu Spa range has just arrived on the shelves at Beyond Beauty of Harvey Nichols in London for an initial exclusive period. For more information, watch this space.

11th June, 2004 - Expiration Date
Adding to our involvement in RedDot, Oki-Ni and Fake Genes, the company behind Evisu has now invested in Expiration Date, a suitably international brand with Italian and American designers based in London.

April 8, 2004 - Internet
The first phase of Evisu's online retail division has opened

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