Born out of Japan over a serious fascination with product, Evisu reached the international masses with strong global brand recognition. As a result of this success, the brand unsuccessfully juggled its roots with its new found glory, implementing the Kamome (seagull) at every opportunity – for better or worse. Thankfully, the Spring-Summer 2010 collection turns a new page in the Evisu story with the recent appointment of Scott Morrison as creative director and CEO. Scott not only brings to the table an exceptional eye for high quality product and washing techniques but also a small team of loyal staff that helped build his two previous brands. One of them is Miguel Hurtado, who is playing a vital role in the re-branding of Evisu. Taking the brand back to its product focused roots was the mandate, so with the first shoot of Morrison’s newly washed jeans, Hurtado literally washed some of the branding along with it. You get a real back to basics feel when viewing the shoot. All of photos are in black and white and were shot under the Williamsburg Bridge in NYC giving the shoot have a classic feel. The first drop of the new look Evisu teams products start to arrive around the middle of Jan in stores. Be sure to check them out.
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