Evisu is one of those names that when you see it, you know you’re dealing with something out of the ordinary. Originally created by Hidehiko Yamane, Evisu is now an international byword for attention to detail and unique manufacturing techniques that genuinely produce some of the best jeans in the world. The trademark seagull (originally painted by hand on every single pair of jeans by Yamane himself) is seen in over 400 outlets across the world.

Hidehiko Yamane originally wanted to create a fusion between western style and traditional Japanese culture, but soon realised that quality denim was almost impossible to find. Then luck intervened and during a trip to source vintage pieces, he found a genuine 1950s American loom capable of weaving up to 40 metres of ‘selvedge’ denim a day. This gave him the opportunity to manufacture his own original denim and in 1988 Yamane (who prefers to call himself a tailor rather than a designer) created a cult product – the Evisu jeans range.

The resurgence of interest in ‘originals’ and vintage clothing in the 1990s gave Evisu the perfect platform to reach a wider audience and in 1997 the label took a leap forward into commercial success when they began to be made under licence in Italy. The Evisu collection now includes tee-shirts and tops, all made with the same attention to detail and dedication to quality as those original jeans. The seagull icon is now one of the most popular labels amongst those who really appreciate the uniqueness of this brand.