Evisu Genes – Designer Hidehiko Yamane, 20th Anniversary

Founded by Hidehiko Yamane in 1988 (formally 1991) in Osaka, Japan, Evisu Genes (aka Ebisu and Evis) is one of the most well-known traditional Japanese (raw) denim producers.  Yamane was trained as a tailor and like many designers, such as A.P.C.’s Jean Touitou (see our earlier post – “Inside the Mind of Jean Touitou – A.P.C. Founder & Designer“), his high attention to detail was matched with a great dissatisfaction for what vintage denim cuts were being offered.  His goal was to reproduce the America 1944 classic denim cut.


Evisu Founder & Designer – Hidehiko Yamane

This led him to enter the vintage clothing export business, and soon after reproducing vintage-style jeans.  This required the gathering of some very rare denim machinery, much of which had not been produced for the 40 years.  As an avid fisherman as well, every pair of Evisu denim bared a seagull (kamome) originally hand painted on them by Yamane himself. He initially chose the name “Evis” in homage to the Buddhist god of Prosperity, but eventually switched to Evisu to represent the Japanese folk god of money who is usually portrayed with a fishing rod.

Evisu now has over 60 shops in Japan and in celebration of its 20th Anniversary this year, have released some fresh raw denim.  Below is the 20th Anniversary Vintage Cut Evisu Denim – check their site collection for a full tour.


  • 13.5 oz ‘Z’ Twill No.3 denim with Signature white Selvage denim
  • Inspired by 1940s vintage jeans with higher waist
  • Fitted in the seat, slightly narrower hem
  • Shaped at the hips, worn without a belt



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