April 6, 2007
Japanese Denim Brand Name Returns to the Source
The company behind the iconic Japanese jeans brand name, Evisu, is opening its first store in Soho, New York City. I think it’s interesting to see a foreign fashion brand come back to the original source of its inspiration, Levi's.
3Yen, the Japanese Fashion blog, notes that these are often called the “Rolls Royce of Jeans,” and the company was founded in 1988 in Osaka by Hidehiko Yamane. The brand name was originally “Evis” but was changed to the much more Japanese-sounding and much less Elvis sounding “Evisu” in 1991, “though the pronunciation and phonetic representation in Japanese has never changed.”
The logo is a stylized gull but looking at the pictures of the jeans on 3Yen I have to wonder if some less than fashion-conscious Americans might see a tipped over McDonald’s logo? I suppose one person’s gull is another’s golden arches.
I thought it was interesting that the Deluxe and Heritage offerings are made on “old shuttle looms” from the 1950s. (I wonder if Levi’s sold them to the company?)
It seems that personalizing the jeans means letting an artist in the store hand paint the logo, either a small one on the back pocket or an immense one that covers the entire garment. I think this is a great example of a company engaging the consumer with their brand.
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