Guide To Evisu Jeans

Evisu jeans are the brainchild of of Hidehiko Yamane. A self-described "connoisseur" of jeans, Yamane traveled the world in search of rare, quality denim from the 1950s. While "on patrol," Yamane came across a loom from the 1950s. He realized that with this particular piece of machinery, he could himself create the very kind of denim fabric that made vintage jeans so interesting.

In the heyday of American jean-making--from 1950 to about 1970--looms were used to produce a denim that did not have a smooth, uniform appearance. Older looms created fabric that was stiffer, featured a looser weave more prone to shrinking, but with more "personality." Inspired, Yamane stopped looking for vintage denim and started looking for machines that could "create" it.

The result is a jean that's reportedly incredibly similar to authentic vintage pieces from the 1950s and 1960s. Adding to their uniqueness is their unusual fading pattern; Instead of fading to white, Evisu jeans fade to "green," which fans say highlights the material's rich texture. In addition to their unique material, Evisu jeans feature a distinctive (often hand-painted) seagull logo.

Celebrity fans of the jeans are said to include Beyoncé, Jay Z and British soccer sensation David Beckham. Fashion magazines and fashionistas have reportedly described them as "the Rolls Royce of jeans."