Evisu | Fashionbrother.com

Evisu or Evisu Genes is a Japanese designer clothing company that specializes in producing premium denim wear through traditional, labor-intensive methods. The brand was formally founded in 1991 in Osaka, Japan, by Hidehiko Yamane, although the research and planning necessary to reproduce the perfect pair of vintage jeans had been going on for several years prior to this. Yamane was trained as a tailor, but his love for vintage jeans and his disappointment with the mass-produced modern versions led him first to the vintage clothing export business, and then to putting together the elements required to reproduce vintage-style jeans. This required the gathering of various bits of machinery, none of which had been produced for the last 40 years. Evisu (also Evis or Ebisu) is the name of the Japanese folk god of money who is usually portrayed with a fishing rod. His name was selected for the new venture as money and fishing are two of Yamane's five favorite things (the others being beer, women and golf - in no particular order). Nowadays Evisu products are available in 65 shops in Japan and exclusively in selected online stores.