We previously wrote about Scott Morrison being appointed the new chief executive officer of Evisu and the changes he had in store for the brand. At this year's Project New York trade show, buyers will get a glimpse at the Evisu jeans. Evisu is said to be focusing on authentic washes, new fits and a minimilization of the Evisu seagull pocket logo - with some styles featuring no seagull logo at all.
"We are showing an entirely new denim collection and I think people are going to see Evisu in a new light," said Morrison, who took the top job in May. "What happened in the Nineties was that Evisu became more of a streetwear brand that was very dependent on our seagull logo. People were buying it for the logo rather than the product."
It is no surprise that Morrison's new concept of Evisu takes a minimalist approach, since the two previous denim brands he oversaw, Earnest Sewn and Paper Denim & Cloth, both focused largely on the washes and fits, but kept its rear pockets low-key. All of the new Evisu product is made from selvedge denim, and retails from approximately $200 to $395. I admit, although I always admired Evisu's washes, I never really loved the back pocket logo, so this is interesting news. Can't wait to see more!
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