Japanese Denim Brand Continues Minimal Approach
New-look denim brand Evisu is continuing to reposition itself following a move to update the brand with a stripped-back approach earlier in the year. Opting for minimal branding with the aim of achieving a more classic look, the label’s AW14 collection comprises denim, outerwear, t-shirts, sweatshirts, and shirts in neutral and rich colour ways. Carrying the approach through from SS14, Evisu’s latest line focuses on heritage, with its once signature seagull logo used sparingly. Denim options for the season come in solid washes of dark blue and black across slim- and loose-fits with turn-up hems. Outerwear features in a mix of sportswear styles alongside a panelled trench coat, raw two-pocket jacket, leather biker and blazers in denim and brushed cotton fabrics. Bombers are finished with Japanese-themed imagery, incorporating the Evisu branding. The business, which was founded in 1991 by Hidehiko Yamane, claims to be “reinventing premium denim for the modern consumer”. Evisu’s AW14 collection is available to buy online and at the brand’s London Newburgh Street store. Prices range from £60 – £75 for t-shirts, £140 – £170 for jumpers and sweatshirts, £200 – £550 for denim and £200 – £650 for outerwear.