EVISU Spring/Summer 2014
Denim specialist EVISU has released its lookbook for the spring/summer 2014 season, showcasing a range of relaxed jeans and apparel.
Speaking exclusively to FashionBeans, EVISU European Sales Director and assistant in product design, Rhys Davis described the current line: “The SS14 collection infuses core elements of traditional Japanese denim wear and construction with modern aesthetics. A lot of the designs incorporate modern technology into EVISU’s timeless production ethic.”
The SS14 EVISU aesthetic is straightforward. Premium selvedge denim remains at the core, with other garments complementing the brand’s jean selection: “EVISU was the original Japanese denim brand and played a massive role in the emergence of the selvedge denim trend,” added Davis.
Patterns play a key role in the new range, with floral and polka dot motifs utilised for accent detailing or as all-encompassing prints.
Many of the brand’s iconic heritage pieces are also featured within the lookbook, with the raw denim two-pocket jacket being a particular highlight.
In addition to the highly anticipated denim products, this season sees the introduction of more tailored garments to the EVISU range, with Davis saying: “The tailored products such as the blazers are a really exciting development. The collection takes a modern approach to menswear and this is a great example of the new direction.”
Founded in 1991 by Hidehiko Yamane, the Japanese label is widely recognised for its painted seagull emblem, found on the rear leg of all EVISU jeans.
In 2009 the brand underwent a re-launch, driven by new CEO and Creative Director Scott Morrison – co-founder of Paper Denim amp; Cloth and New York jeans brand Earnest Sewn.
The SS14 collection is available now at EVISU.com, as well as the brand’s Newburgh Street store, London. Pricing ranges from £60 for t-shirts to £350 for outerwear.