The Japanese brand Evisu for spring/summer 2018 launches the Evisukuro line, a trendy collection combining fashion and athleisure David Pun, founder and CEO, Evisu Group discloses that their spring/summer 2018 season will see Evisu incorporating more streetwear-inspired elements, blurring the line between grown-ups and young people.
Pun enumerates, high-end tops will complement high-street jeans for a fun style that’s easy and carefree and fashion will become sportier. Denim will move into a more contemporary mood with items such as sweatshirts and T-shirts. “Denim items will lean towards 1990s nostalgia, while bomber jackets will be infused with East-Asian intricacy.”
The brand’s founder is of the view that athleisure isn’t going anywhere any time soon. This season, the Evisukuro collection features a mix of dressing styles where premium meets casual and sports meets fashion to sport a contemporary urban look. “It’s all about labelling, repetitive bold logos and symbolic signs,” he adds.
Over the past 16 years, Evisu has expanded from denim products to other fashion and lifestyle categories, including eyewear and crossover items with brands such as Zippo, KTZ and Champion.
Pun attributes Evisu’s success to its strong brand equity. “The brand DNA is all about ‘irreverent coolness, craftsmanship and tongue-in-cheek twist’. We focus on these three elements and embody them into the design of our products and marketing campaigns.” The brand’s founder shares insights, “irreverent coolness” refers to the true Evisu spirit – daring to move away from traditional ideas and to be bold with its own style, without compromising on quality and design.
Discussing “craftsmanship” he notes that, Evisu jeans are made of selvedge denim using original methods and authentic details in every part of the production process. “The key of ‘tongue-in-cheek’ is how we collaborate with iconic brands or [adopt] trends to create some fun, just like the jokes about McDonald’sand Ikea on social media lately. We apply our own touch of humour,” he adds.
“What we offer our customers is individuality, identity and lifestyle. This also helps differentiate us because not every brand is this bold and colourful. We are unique and we will continue to stay,” he adds.
