Asian Market Competitor: Tough Jeans co

EVISU CLOTHING

Evisu Clothes Section: Evisu was formally born in Osaka, Japan in 1991. The founder, and still the owner, of Evisu is Hidehiko Yamane. Yamane-san was trained as a tailor but his love for vintage jeans and his disappointment with the mass-produced modern versions led him firstly, to the vintage clothing import business and then, revolutionarily, to start putting together the elements required to reproduce vintage-style jeans. This required the gathering together of all the various bits of machinery, none of which had been produced for at least 40 years, which are required to make authentic vintage jeans. From this website

Ben Sherman + Evisu Jeans

Bestford Ltd., owner of the Evisu, is to take control of distribution in the USA and Canada. Ben Sherman had been responsible for Evisu’s distribution for the last five years. According to a statement released by Bestford, the two companies agreed to an early handover of distribution rights. Sherman’s contract was scheduled to expire at the end of this year.
“This is a tremendously exciting time for Evisu in the U.S. and Canada,” said Peter Caplowe, chief executive officer of Bestford. “Ben Sherman remains our worldwide footwear licensee and we look forward to further developing with Ben Sherman our footwear business in the U.S., Canada and other markets.” Bestford will take over in the autumn. “Over the past five years, we have worked very hard to establish Evisu as a credible player in the U.S. and Canada markets and we are happy to hand back the reins to Peter Caplowe and his team with Evisu in a very strong condition,” Paul McAdam, Sherman’s North American president, said in a statement. http://www.kitmeout.com/blog/2007/02/23/ben-sherman-evisu-jeans/

Evisu Clothing Fall 2007

February 15th, 2007

This season Evisu tributes the coming together of the East and the West, in Japan and the United States.
The Evisu Fall 2007 men’s and women’s wear collection debuted in New York City at Bryant Park’s Mercedes-Benz Fashion Week The Collection includes ready-to-wear couture and denim lines. For the fall Evisu designers were inspired by twentieth century Japan, and the merging of the East and the West
Materials and motifs include Japanese silks and luxurious loomed cottons in both classical and modern prints tailored in unique modern forms and volumes, combined with expert Savile Row tailoring. Permalink

Evisu Blog

http://evisu.tumblr.com/page/2

Homestead Strike

Images from the Homestead Strike of 1892. (Click to enlarge)

Background

Carnegie Steel made major technological innovations in the 1880s, especially the installation of the open hearth system at Homestead in 1886. It now became possible to make steel suitable for structural beams and for armor plate for the United States Navy, which paid far higher prices for the premium product. In addition the plant moved increasingly toward the continuous system of production. Carnegie installed vastly improved systems of material-handling, like overhead cranes, hoists, charging machines, and buggies. All of this greatly sped up the process of steelmaking, and allowed the production of far vaster quantities of the product. As the mills expanded the labor force grew rapidly, especially less skilled workers. The more skilled union members reacted with a strike designed to protect their historic position.^[1]

Nature of the 1892 strike

^{The AA strike at the Homestead steel mill in 1892 was different from previous large-scale strikes in American history such as the Great railroad strike of 1877 or the Great Southwest Railroad Strike of 1886. Earlier strikes had been largely leaderless and disorganized mass uprisings of workers. The Homestead strike was organized and purposeful, a harbinger of the type of strike which would mark the modern age of labor relations in the United States.[7]}

^{(Wikipedia page found here - link)}

Busta Rhymes ft Mariah Carey - I Know What You Want [1080pHD]

Busta Rhymes is a rap star and in his music video for I Know What You Want he wears Evisu jeans throughout however the iconic logo doesn't appear until the end of the story, giving the brand a positive image, (of responsibility to a mate) amongst his audience.

fashiontv | FTV.com - EVISU FALL/WINTER 05/06

This was Evisu's stint as a high fashion Label. There are some beautiful piece like the brown cape however the overall feel is very 'eco fashion'. So lots of shapes derived from kimono blocks although there were interesting little peak like the asymmetrical fastening kimono top combined with drape. Overall there is a clear direction, now being 2011 we know does not for very well well. There is an Alison Willoughby-esque style which reiterates the brand's link with ethics and creativity and colours used were very of the moment and alternative to the time.  This is mixed with a very street style that I don't think works on a catwalk. I appreciate the casting of new but reliable faces for the show and whom, are now very established. However I feel this takes away from the brands street savvy, as if the casting was much more daring, it would 'fit' more. I see how they are trying to appeal to a new audience however the best approach would have been to appeal to both already loyal customers and a new and fresh customer who is open to appreciating the brands roots.

I ask myself who this woman may be? and all I can think of is a no nonsense Tomboy attitude creature. A beautiful urban creature who is strong and can take care of herself. Her morally and ethically sound, strong work ethic would be her shield, not her make-up.

Shopping at Evisu (the Tokyo) store

Signs of the womenswear line becoming falling

I noticed the prices of these jeans on the website were reduced down to 12% of original asking price, this makes me think that the line has problems in terms of appealing to their female customers compared with their male customer where the sale prices aren't so drastically affordable.

long hair sillouette SS09 Milan Men's show

(7:44)

working class eastern headgear (sun shade) meets long hair western frame

Other Shows showing Evisu's most recent mood/commercial viability:

http://www.youtube.com/watch?v=RtWgbzmh-QQ&feature=autoplay&list=ULkubQTcLZPJU&index=5&playnext=1

http://www.youtube.com/watch?v=oakfCcRh3yk&feature=BFa&list=ULkubQTcLZPJU&index=4

Evisu

Chosen Brand: Evisu

Competitors

(http://www.denimtojeans.com/)
7 For All Mankind
A.P.C.
Calvin Klein
Diesel
DKNY
Earnest Sewn
Energie
G-star
GAP
Guess
Juicy Couture
Lee
Levi´s
Loomstate
Mavi
Miss Sixty
Mossimo
Not Your Daughter
Nudie
Pepe
PRPS
Tommy Hilfiger
True Religion
Wrangler