The “Playful Nostalgia” collection from EVISU finds its inspiration from street art, graffiti, and youth culture. This is part of the brands Fall Winter 2015 campaign as they had a few different topics in their collection. You can see the look book below and also read some of the press release on the collection. I think these images are really fun and intriguing. The patched jeans look cool too! What do you think?
Using clothing as an art canvas, the EVISU design team applied irreverent and unexpected graphics, detailing, and effects to a range of sportswear, denim, and outerwear, delivering a dynamic season of abstract expressions. Clashing graffiti patterns, bold colour combinations, and innovative graphic treatments bring a unique energy to the season through bright and brash camo patterns and prints evocative of vintage street signs and posters, seen on sweatshirts, jackets, and sweaters.
A combination of form and function defines the collection with an emphasis on maintaining the season’s sporty style and relaxed comfort. Waterproof, breathable fabrics are used for the men’s “sport tech” jackets, and loose, soft knits may be paired with fitted jogging pants or tailored jeans for a comfortable yet put-together look. For the ladies, a variety of new, textured material and double knit fabrics are introduced in a range of soft and sumptuous sweatshirts, while loose-fit outerwear, such as the range’s long bomber jackets, may be paired with skinny jeans or sweatpants for a cool-girl vibe, or even worn alone as a dress for a youthful, feminine touch.
EVISU has launched their new Autumn Winter 2015 collection, entitled ‘Grandslam’ which is part of three different collections for the new season. You can check out the looks in the gallery below and you can also read about the new pieces in their release.
Defined by an overarching relaxed and easygoing style, EVISU’s Autumn Winter 2015 collection includes “Grandslam”, a range of sportswear-inspired fashion pieces; the vibrant “Playful Nostalgia” theme, characterised by its bold colours and eye-catching graphics; and its continuing “Evergreen” range. Staying true to the quintessential EVISU spirit, the new collection explores innovative and unexpected detailing that elevates its range of sportswear, denim, outerwear, and statement pieces.
“Grandslam” exudes an effortless, sporty vibe through reinterpreted athletic styles upgraded with a dose of urban luxe. The range is dominated by a stark colour palette of blacks and whites accented by touches of grey and silver, while captivating digital prints inject life into this monochromatic world. Silhouettes are relaxed with a preference for loose-fit shapes that echo the athletic vibe of the season. For men, a loose bomber or sports jacket may be paired with a hooded sweatshirt, a lengthened tee for a layered look delivering a bold statement of its own.
The women’s longline “cocoon” sweatshirt with a gathered hem may be layered over skinny jeans for a flattering extension of the silhouette, and cropped tees and sweaters may be paired with boyfriend jeans or sweatpants for a soft edginess. The women’s range also boasts a selection of trendy, longline jackets as well as oversized bomber and denim jackets that radiate a sophisticated ease. Innovative detailing infuses this collection of sporty styles with elements of modernity, playfulness and high-end chic.
From intricate embroidery and detachable patches to reflective graphics, Japanese-inspired prints, and holographic effects, the collection embraces uniqueness and self-expression with flair and irreverence. The men’s reversible souvenir jacket features an embroidered traditional Japanese floral pattern and Kamon logo, and a selection of bomber jackets and sweatshirts boast removable velcro badges with holographic effects that showcase the EVISU logo and the brand’s iconic Godhead.
The women’s collection introduces coated denim that has been specially treated to give off a unique leather look, while feminine detailing such as sequinned wording and graphics, embossing, and playful embellishments add a dash of youthful trendiness and fun to the entire range.
The Japanese based brand Evsiu, is replicating popular Levi’s styles in a tribute to the brand. The collection will feature three styles, the 944 501 jeans, the 1890 “Nevada” pair of jeans that were found in a Nevada mine and acquired at auction by Levi’s for $46,532, and the 1917 “Campbell” jeans.
Each pair of the jeans replicates its inspired design details, including the buckle back and suspender buttons of the Campbell style, as well as the carpenter fit of the Nevada.
While the Evisu line did not collaborate with Levi’s on the line, it raises the question of copyright infringement. But Evisu designers expressed that the collection was meant merely to use the Levi’s styles as inspiration, not as exact replicas. As Scott Morrison, Evisu’s CEO explained, “We’re not remaking a Levi’s jean, nor are we claiming that this is a Levi’s jean. We’re merely taking inspiration from our past and paying homage to one of the oldest, or historically relevant, jeans in existence, which in this case happens to have been an amazing pair of Levi’s. Denim has a wonderful story to tell and as denim designers you can’t help but find ideas for the future by looking in the past.”
The jeans will be available in limited quantities, 100 pairs of the Campbell will be available , retailing for $758. 250 pairs of the Nevada going for $558 and 500 of the 1944 selling for $358. They will be available for purchase in August at stores such as Barney’s and at evisu.com.
Article and images from WWD.com
Not So Long Ago in Southern California, Scott Morrison Was Playing Golf: “I was always trying to reinvent golf clothes in new, more modern ways,” said Morrison, but he knew that there was not too much evolution on that path. Thankfully he was also drawn to denim, where he saw greater potential to innovate and when a mid-90s jeans movement introduced new wash technologies to the industry, Morrison moved to New York to lead Mudd jeans’ march into premium denim – before the term “premium denim” even existed.
With more inspiration than the room to realize it, Morrison was compelled to create his own company. With Mudd owner Dick Gilbert’s blessing and investment, Morrison launched Paper, denim & cloth in 1999. He was the only employee:
“It was me and three pairs of jeans selling to Bergdorf Goodman, Saks, Barney’s and Henri Bendel.” Eight months later, he hired a second employee and within four years, Paper denim & cloth was a 40 million dollar business. And his timing wasn’t bad either. The late 1990s saw an explosion in luxury denim. Prior to Paper denim & cloth, the only related companies in the market were Earl (who wasn’t doing washes) and Frankie B.. Soon there were hundreds of companies – start-ups and establishments alike – selling premium jeans. It was a revolution reminiscent of the one that occurred ten years earlier in Osaka, Japan.
Late 1980s: Japan: The Osaka 5 Are Born. Comprised of denim companies Denime, Fullcount, Warehouse, Studio D’artisan and Evisu, The Osaka 5 led the hundreds of brands that emerged to produce replica denim during Japan’s “Replica Movement ”. The period saw a wave of mania via avid collectors pursuing and paying thousands of dollars for vintage jeans. After WWII, U.S. acts to rebuild Japanese economy included donating outdated industrial equipment. Among the imports were original shuttle looms from the 50s. At least one of which still remains at Evisu and facilitated founder Hidehiko Yamane’s fixation with reproducing the Levi’s 1944 501xx. The original pair was made for only nine months.
During wartime, the American government prohibited nonessential production (restricting the use of metals, rubber, paper and plastics ). Temporarily, Levi’s turned to painting on their logo – a technique that Yamane hyper-stylized, hand-painting the Evisu seagull on every pair (about 14 a day as was the max output of the old looms). This attention to detail was exemplary of Evisu production. Fans’ obsession was matched by the designers’ (artisans’) diligence in building each pair. Yamane saw denim as aspirational and Evisu constructed pieces for the connoisseur – to be coveted and collected as luxuries.
Their selectiveness about materials so particular that the replicas were as close to the originals as one could get. In the early 2000s, Evisu boomed internationally. Different pop-culture groups, particularly in Asia, Italy and the UK embraced the cartoonish logo; however Yamane’s focus was (and remains) maintaining the Japanese image, which left the brand quite open to interpretation elsewhere. Says Morrison: “One of the things that’s really complicated about Evisu is that it represents different things in each country.” In the U.S., Evisu became and urban staple brand, “very street” – as well as the most counterfeited denim product in the world. The first denim brand to sell for more than $100 a pair, and the one that spearheaded a worldwide want for premium denim lost its way a few years later.
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