(Hand painted by Evisu paint-writers in our shops or on tour). Hand painting the pockets of Evisu jeans was pioneered by our founder Yamane-san in the late 80s and is unique to Evisu. We use artisanal water-based paints and due to their nature the painted pockets will gradually fade, the paint will crack with washing and with wear. This is a desirable effect of hand-painted denim, which cannot be duplicated by standard industrial techniques, and will add to the uniquely personal patina of your jeans. If you would like to get the fresh paint job back on your hand-painted Evisu jeans, you are more than welcome to return them to our London Savile Row store for a touch up!
Other parts of the website indicate that Evisu stores are happy to top up/repaint the gull on the back of customers jeans if the they become faded after much wear, even though this is a characteristic of the product. This is done by trained staff at their Saville Row store for a small fee of £12.
This way of maintenance of the product shows the lengths Evisu will go to give good customers service. There is a perk to this: I think, for Evisu, this activity maintains ongoing customer loyalty and keeps threshold population higher than otherwise (getting people through the door), and for customers they get to keep experiencing their shop and concept, but also, it gives them a chance to add more colours to their jeans. FACT: This is because for each city that has an Evisu store, that store paints in that city's colour, for example, Osaka's colour is purple. So if a customer's gull is purple is communicates they have been to Osaka (or at least the jeans have). Over time after several touch ups, I would imagine customers get multicoloured gulls.
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