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Should Evisu Ditch Its Streetwear Style?

Submitted by on December 31, 2009 – 9:32 am3 Comments

There is a new boss in town at Evisu, and he is changing things up for the premium Japanese streetwear brand.

Scott Morrison is now the global CEO of Evisu, and he is steering the brand away from its urban look to a more “all-American” style.

Although he plans to keep “touches of Evisu’s original Japanese roots”, Morrison is focused on reaching denim connoisseurs by re-establishing the brand as a premium denim maker.

Evisu has stayed true to producing quality denim in recent years, but it may have been overshadowed by heavy designs like these:

Hanma Worker Jeans by Evisu

The brand’s newest designs debuted in Barney’s stores this holiday season, and had a cleaner vintage look with great washes, fabrics and details.

New designers have been brought in from Ralph Lauren, and Morrison himself co-founded Earnest Sewn and Paper Denim & Cloth labels. Perhaps these facts are an indication of what we will continue to see from the revamped Evisu?

There is still a separate Japan-based business, but Morrison will be heading up Evisu in the U.S. and tapping into “the world’s biggest denim market”, as he told WWD.com. As of last year, the U.S. only accounted for $4 million of Evisu’s non-Japan $30 million in sales.

Saks 5th Avenue, Bloomingdales and specialty stores like Kitson are just a few of Evisu’s new accounts.

There are two men’s denim collections under Evisu and Evisu Genes – the main line focusing on classic, heritage styles and the latter offering more contemporary, fashion-forward looks.

Both men’s and women’s collections include tees, wovens, knits, jackets, outerwear, hats and more. Morrison also sees women’s sportswear as a new opportunity.

Are you feeling this change of direction for Evisu? Please share your thoughts!

Check out Evisu for both men and women on DJPremium.com.

Sources: WWD, Hypebeast

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  • FM says:

    I think they should, fashion is much more cleaner now, the streetwear flex is irrelevant noq

  • DavE-40 says:

    well, they’re known for sellin’ a certain style of denim but in my opinion, they should not change it, for if it still popular, why knock it off? maybe tweak it a lil bit, but not totally change it. Once they start changing it, they might lose some appeal to the customers.

  • They might lose people, then again they might gain people. Ecko tried it & well we all know what happened lol. Then again, now oh days there really isn’t that much brand loyalty as there used to be, memories are shorter so it really doesn’t matter lol.

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