Remember when Evisu first popped up on the scene? I think Busta Rhythms was the first celebrity I seen with a pair and from there, their roots were embedded into the “urban wear” category. Welp, not anymore. Originating in Japan, Scott Morrison (co-founder of Paper Denim & Cloth) is the new Global Chief Executive Officer of the denim line. Morrison has the vision to innovate the brand by incorporating its Japanese roots with a vintage American-classic look.
Steering clear of the “street-wear” appeal but not going toward the super tight skinny trend, the new line of men’s denim product has a more relaxed appeal. During the holiday season, Evisu released a small collection exclusively for Barney’s.
With this new direction, I’m wondering how well the brand will continue to do? Brands like Evisu, Red Monkey, and True Religion have become saturated with knock-offs. Some consumers I’ve encountered have said, “Why should I pay $300 for a pair of jeans, when the guy next to me paid $40 for his?” Knock-offs can be seen as a gift and a curse; those who want the jeans and can’t afford them have a chance to rock brand names, but those who love originals have to deal with seeing a fake in-front of their eyes who paid a third of the price. None-the-less, the new line of denim resembles that of Chip & Pepper and Paper Denim & Cloth…. and I like it. ~ C.M.