[January, 2013] Edison Chen, renowned celebrity, entrepreneur and Creative Director of CLOT became EVISU’s premier spokesperson back in the Autumn Winter 2012, fronting a highly acclaimed campaign that generated wide-spread media coverage and pushed EVISU to new heights within the fashion industry.
As EVISU’s Asia Pacific spokesperson, Edison once again stars in the Spring Summer 2013 campaign and EVISU builds on this collaboration for SS13. Edison expressed “it’s always been a pleasure to work with a renowned brand such as EVISU in the fashion industry, and after working together for the Autumn Winter campaign we begin to have a mutual understanding of what we want to achieve, and therefore I feel excited about working with them on this new campaign.” EVISU’s CEO David Pun, commented “Edison’s ambition, energy and independence embodies EVISU core values. Our collaboration last season has been a wonderful experience, andwe’re looking forward to building on the success of the summer campaign and taking the brand to a new level.”
To stress the importance of this campaign, EVISU has put a lot of work in research, pre-production. Illustrious fashion photographer Harlin Djuuhar Winata was on board to capture EVISU’s rebel youth this season with a ‘50’s retro hot rod’ inspired shoot. In order to bring out the theme, the creative design team at EVISU spent a lot of time designing a 50’s garage as the backdrop for the campaign images, using authentic vintage furniture and sports car to give it extra authenticity. In the end the scene successfully delivers the authentic feel of a Hot Rod garage, and sets the tone and contrast for the Spring Summer campaign.
EVISU is the original denim brand to introduce denim wearers across the globe to premium-quality Japanese selvedge denim and custom distressing. EVISU plays a pivotal role in the history of denim, the brand that started the worldwide “Replica Movement” which in turn, birthed the premium denim category we know today.
THE STORY OF EVISU: EVISU was founded in Osaka Japan in 1991 and is named after the Japanese god of prosperity Ebisu.
Initially only around 14 pairs of jeans a day were created, each one caringly hand-painted with the now famous seagull logo. EVISU captured the imagination of the detail-obsessed Japanese fashion crowed and spurred a revival of interest in vintage denim which spread around the world. Today EVISU has gained critical acclaim, as one of the ultimate denim must haves, is internationally known and embraced by both collectors and hipsters alike. EVISU was initially more a labour of love than a commercial venture and despite phenomenal success EVISU’s mission to create the highest quality products has remained unchanged. This underlying value defines EVISU’s position as an icon in the history of denim wear.
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