Japanese designer, Hidehiko Yamane, desired to create a unique jean that stood out drastically from the existing denim trends in the early-90s. In 1991, originated in Osaka, Yamane founded the legendary, idiosyncratic Japanese denim brand, EVISU.
EVISU was named after ‘Ebisu’, the Japanese God of prosperity. The title manifested itself and founded EVISU major prosperity and success in its future years. Now the brand is instantly recognizable for its godhead, Daruma, and glossy printed seagull logo.
In its founding years, Yamane worked tirelessly to grow his Japanese denim brand. Each day he would carefully hand-paint the famous seagull logo on 14 pairs of jeans. Despite its low production rates, EVISU still managed to build a legion of fans for its rare, yet unique designed denim.
With popularity came more reason for Yamane to expand his collection, thus he introduced the “Daicock” which was the amplified, enlarged version of the glossy seagull printed on the back of jeans. Often mistaken for a lowercase “m”, this seagull logo paid a small tribute to Yamane’s deep passion for fishing and nature.
Once established in Osaka, and collaborating with Puma, the EVISU Daicock denim manifested itself to become a core staple to the Y2K era, especially after Stevie Williams, owner of DGK, famously skated in a pair of the jeans during the early 2000s.
Now, 30 years after the brand’s launch, the EVISU Daicok has become a hot staple inside current fashion trends. The pristinely crafted denim has made a major impact in the streetwear community, especially after names like Travis Scott, Kali Uchis, Lil Uzi Vert and Kylie Jenner publicized the 2000s baggy fit jeans on their social media pages or on-stage.
“It is for those people who have many jeans and feel quite tired of the normal jeans and want something special. It is a very strong call from our brand,” EVISU’s design director Takanori Enami told Heddels.
EVISU is now critically acclaimed for its remarkable craftsmanship and exploratory version of jeans that exceeded the risks and challenges taken inside the world of denim design. EVISU’s Daicock denim has positioned itself as an iconic element inside streetwear, and continues to see phenomenal success for its quality jeans that have, and should remain unchanged.
Greatness like this was arguably achieved due to Yamane’s obsession for vintage denim and creating a remarkable jean that will – thanks to the Japanese god Ebisu – remain prosperous.
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