Evisu is a Japanese designer clothing company that applies some old school and labor intensive techniques to the hand crafting of its denim clothing range (colored with natural indigo) and the - now famous - Evisu Jeans. Evisu also makes accessories, jackets, shoes, sweatshirts and t-shirts.

Evisu is often referred to as Evisu Genes and was originally called Evis, founded by Hidehiko Yamane in 1988. The brand can be recognized by the presence of a seagull and - on its signature pieces - Japanese characters hand-painted on high quality selvedge denim.

Levis sued the brand when it was called Evis, Levis claimed the name was too similar to their own (Evis is actually the Buddhist god of prosperity. Yamane won the case but went ahead and in 1991 Evisu was born.

In 1994 businessman Peter Caplowe formed a partnership to develop Evisu outside of Japan.

The Evisu Jeans got some cred when Jay Z started rapping about them, other famous Evisu fans include; David Beckham and Beyonce Knowles.

To this day Evisu Jeans are still made on antique looms and produced in small quantities to give them an authentic vintage look and feel.

Beware of Fakes!