High-end denim brand Evisu adds streetwear to target younger generations
The Japanese brand gets more urban for spring/summer 2018 and launches Evisukuro line, a trendy collection combining fashion and athleisure
The spring/summer 2018 season will see Evisu incorporating more streetwear-inspired elements, blurring the line between grown-ups and young people, according to David Pun, founder and CEO of Evisu Group.
Athleisure isn’t going anywhere any time soon, he adds. This season, the Evisukuro collection features a mix of dressing styles – where premium meets casual and sports meets fashion – for a contemporary urban look. “It’s all about labelling, repetitive bold logos and symbolic signs,” Pun says.
Evisu was founded in 1991 in Osaka, making premium denim jeans and clothes. Seeing the hidden value of the brand’s equity, Pun, a former private equity executive director, acquired the brand (excluding Japan) in 2010.
According to Pun, “irreverent coolness” refers to the true Evisu spirit – daring to move away from traditional ideas and to be bold with its own style, without compromising quality and design. The brand’s products exude bold expressions of confidence, playfulness, personality and a sense of humour.