Scott Morrison - Evisu CEO Interview
As you know we have reported in the past about Scott Morrison's recent appointment as the new CEO of Evisu. So we thought it would be best to catch up with the man himself and see what he has to say about his recent appointment and his vision for Evisu in the future.
Q) With Paper Denim & Cloth and Earnest Sewn you were involved from the beginning, whereas with Evisu you are taking over an existing company. What challenges do you think there will be working with an existing brand rather than starting from scratch?
A) Undoubtedly there are challenges within every organization, and taking on an existing concept has it's pros and cons, there's no doubt. Evisu is an amazing brand however, with 20 years of history and being the pioneer of men's premium denim gives me a lot of positives to work with. There's an iconic brand story, a heritage identity and one of the most recognizable logos in the world. On the flip side, one of the obvious challenges will be managing the expectations of our existing customer. We're going to be evolving the brand concept and pushing Evisu in a new direction, which will be very exciting for most, but might leave some consumers on the sidelines.
Q) When Evisu first launched they were really the only men's premium brand around (in the UK at least). Now many years later the competition has become fierce - could you describe what plans you have to get Evisu noticed in a very crowded marketplace.
A) I first found Evisu in the late 90's when it had started to come into it's own outside of Japan ... and yes, it was the first real premium denim brand in my opinion (although Diesel and Replay were making pretty amazing jeans for years), and Evisu in many respects paved the way for people like myself to create brands like Paper Denim & Cloth or Earnest Sewn. When it comes to our approach for today's market I maintain the same principles I've subscribed to since I started my first company in 1999; focus our efforts on product quality, innovation and brand integrity, everything else will speak for itself.
Continued (with more photos)...
Kiya Babanzi (Owner, Selfedge) Interview
For all lovers of quality Japanese denim Selectism have published a fascinating interview with Kiya Babzani, owner of specialist denim boutique SelfEdge. The interview covers some really interesting topics such as the growth of "heritage denim" and the influence of the internet on product development.
Uniqlo Sport Campaign 2009
Back in April, I posted some pictures of Models Agyness Deyn and Gabriel Aubrey posing for a mystery photoshoot. We have since learned that they were shot for Uniqlo.
I found it interesting that there were two separate shoots. One with Luke Worrell, one with Gabriel Aubry and both wearing the same clothing. What do you think of the outcome?
Indigofera Prima Jeans
Self Edge Opens NY Location
San Francisco denim mecca Self Edge will is finally opening an NYC location! For those of you New Yorkers obsessed with Self Edge's authentic Japanese selvedge jeans, check it out. The new location opens July 24th and will be located at 157 Orchard Street. For the rest of us, we can still shop SelfEdge.com.
Nike Selvage Denim Sneakers
Hitting select Nike stores around the globe is the highly sought after Nike Selvage Terminator Denim Hi Top, constructed with layers of selvage denim. For those of you with a love for all things selvage denim, add these to your wish list!
