Some people love them, others think they are overpriced and worn by fashion victims and posers. Whatever your personal opinion, there's no doubt that these are the connoisseurs' choice. Evisu is the brainchild of Japanese jean junkie Yamane who came up with in the 1980s Evisu after examining his own extensive collection of vintage jeans. Using reconditioned machines, he attempted to make new jeans with old methods, combing the Japanese handicraft traditions with vintage jeans. Each pair of Evisu's is made from 100% Japanese indigo dyed denim and features 23 details which make them unique. Yamane wanted a distinctive logo for Evisu - something as recognisable as Macdonalds' golden arches and so created the winged logo by which the brand is now instantly identified.
Evisu jeans are expensive and collected worldwide. In 2000 Yamane issued 100 pairs of jeans with 22kt gold embroidered logos all of which were signed by the designer and cost ?200. Evisu makes a wide range of accessories including shoes (Noel Gallagher snapped up two pairs when they hit London) and bags and for autumn 2001 there is a new luxury range, Evisu Deluxe, which focuses on tailored pieces.