I read an article in Cool News of the Day today (which referenced a New York Times article in the April 21, 2005 issue) about some companies that have targeted the luxury jeans market. Now if you thought that we children of the 80s were silly with our designer jeans, check this out:
…Technically, "luxury jeans" is any pair priced at $75 or
more. In reality, the heart of the market seems to reside above the
$200 point, with some jeans, such as the Evisu brand, evisu.com,
from Japan, commanding $635. What’s intriguing is that the allure jeans
like Evisu seems to have perhaps less to do with the price or even how
they’re designed than with their relative obscurity. Listen to Collette
Leonard, who says she would buy a $500 pair of jeans in a blink: "It’s
just a pair of jeans, I realize that," she says, adding: "But … I’d
much rather go out and find something unique that you’re not going to
see on every girl in New York." Which means, obviously, that she’d
better not see those jeans on Jennifer Aniston, either.The key, then, is to make sure that the jeans are instantly
recognizable as unrecognizable. Oddly, most jeanmakers go about this
the same way: "Everybody adds a story, a trick, a gimmick, a hook, a
twisted seam, a nontwisted seam, a selvage detail, chasing the next
thing out there that is that much better," says Thomas George of E
Street Denim, estreetdenim.com, a retailer. "But the reality is that there’s nothing left to design in a jean." So, take your pick of Tsubi ($319) or True Religion ($359) or Chip & Pepper
($275).
I don’t know where to begin, so I won’t.
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Evisu, the original Japanese premium denim brand, founded by the visionary Hidehiko Yamane, is a relatively nascent designer brand compared to the traditional French, German, British and Italian designer names and fashion houses. That said, Evisu has undoubtedly shown maturity beyond its years and now leads rather than follows.
Evisu’s impressive success appears to run juxtaposition with the extraordinary growth in the Internet and online transactions. Original and genuine Evisu products were available to buy online as early as 1999 which led to an almost surreal intertwining of brand name and cyberspace. Evisu was one of the earliest, if not the earliest, brand to be direct associated with online accessibility which certainly gave the brand an edge and led to an explosion in sales. The echoes of self-adulation resonated from Japan to Europe, America and back to the land of the rising sun — all was rosy in the oriental garden.
No fairy story would be complete without a shady adversary lurking in the shadows — and it’s no different for Evisu, although their nemesis is not your typical dragon. The Evisu adversary is much more elusive but like the dragons of fairy stories it has many heads, in fact millions of heads and if it’s slain it comes back once more in a more determine and malignant fashion. So what is this online dragon? You’ve probably guessed already – counterfeits! Evisu Jeans are surely the most copied garment online. The Internet is awash with endless counterfeit Evisu jeans. In fact, it is reported that Evisu employ people to scan the Internet seeking counterfeits in an attempt to protect their image and brand name. It’s said, they have several individuals specifically assigned to eBay — their job is to report suspected counterfeits and have them removed and where possible seek legal redress. Evisu surely have mixed feelings about the Internet. Cyberspace played a big part in propelling Evisu into the heady-heights of the fashion elites. However, it transpires there’s a price to pay for this success and the question on the lips of every brand must be: is it a price worth paying?
I enjoyed reading your article. It makes a lot of sense.I could agree with you there, Evisu is the original Japanese premium denim brand,that’s why i love all the style of Evisu, keep it up!
-sidney-
I definitely agree with you. evisu is one of the coolest brand here when in terms of clothing line. our posts very insightful. Keep up the good work.
-sidney-