Evisu Genes Relaunch

Evisu Genes Relaunch 1

Evisu is one of the foremost names in premium denim, and it’s all geared up for a re-launch of its world-famous jeans in November 2009. After a series of setbacks in the late 2000s, Evisu has picked up Paper Denim & Cloth co-founder Scott Morrison as CEO, and he’s ready to make you care about Evisu again.

Evisu started almost 20 years ago with a focus on recreating vintage styles, and Morrison is excited to return to those roots with details like hand-painted logos that will chip and fade as you wear them, and Japanese selvedge denim that’s distressed by hand under a special sanding machine for a worn-out look. Details like this ensure that no two pairs of jeans will be exactly alike. Three collections for men, and two for women will be available exclusively from Barneys later this year…

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