Once upon a time there was a real connoisseur of jeans, Hidehiko Yamane who was as expert and demanding as only certain Japanese otaku can be. He passionately searched the world for the best products to import and he soon realized that quality denim was impossible to find on the market. During one of his quests for vintage pieces, he came across a 1950s American loom capable of weaving forty meters of selvedge denim a day.
 
Yamane then had an idea: why not make exceptional jeans for connoisseurs like him? Thus, the Evisu adventure began.
 
In 1988 Yamane, who identifies not as a designer but as a tailor of jeans created a cult product. He originally called his jeans Evis, after the Buddhist god of prosperity, and they were made in Osaka from pure American cotton. He personally painted his famous seagull logo on each article which was a long and expensive process that only produced a dozen jeans a day.
 
In the early 90s, the vintage trend prospered and his jeans quickly grew in demand. In 1997, Evisu jeans took a leap forward and were made on license in Italy with their famous Japanese denim. Today the little Osaka trademark has become famous all over the world with over 400 shops and more than 50 in Japan alone.