Legacy Renewed EVISU Unveils Capsule Zero from the New AW24 Collection

Japan's top jeans brand EVISU takes design inspiration from the distinctive Y2K Millennium style and launches EVISU's American retro special series Capsule Zero. Y2K's dressing style happens to coincide with the EVISU brand attitude and motto, showing its brand's unique personality with a bold, rebellious, breakthrough, avant-garde and free-spirited attitude.

Capsule Zero retains the brand's attitude, interprets retro and millennial playful fashion with gorgeous colors and special tailoring, and reinvents classic styles with new surprises.

The series uses pine green, ocean blue and bright red with low-key camouflage patterns, and uses light gray, black, naked color and denim blue to achieve balance and harmony. The proportions of the silhouette are even more boundary-breaking. The ultra-short top is paired with a large-format lower body, with bold and eye-catching bright color matching as the main tone. It is also paired with the must-have truck hat of the 2000s to perfectly embellish the look.

Loose-fit V-neck T-shirt with seagull and logo patch embroidery HKD 899	Tiger and logo embroidered extra wide fit suede bomber jacket HKD 3799
Extra wide denim bomber jacket with logo patch embroidery HKD 2999	Lamb wool large M straight denim shorts HKD 1999

The special series uses iconic American street style and retro style to inject new elements and fashion sense into timeless items such as campus-style T-shirts and jackets. The classic campus baseball jacket is integrated with Japanese aesthetic elements, embellished with EVISU tiger badges and Japanese patterns, turning it into a unique embroidered jacket. Other highlights in the collection include open-collar shirts embroidered with retro EVISU logos, denim treated with innovative methods, and items printed with bold patterns and fonts.

To celebrate the launch of the special series, EVISU took a series of promotional photos full of cinematic feel and millennial street style. The Japanese drift sports car in the photo reflects its bold and rebellious attitude under the red neon lights. The models are deliberately masked to show their fashion attitude and unique personality through the exquisite clothing worn on them.

The special series shows the charm of American retro and reinterprets the millennium street style, with new designs and comfortable materials, suitable for any matching. EVISU's American retro special series Capsule Zero will be officially released on August 8.

EVISU’s 2024 pre-fall advertising campaign pays homage to Japan’s diverse culture

EVISU's 2024 early autumn advertising campaign was shot in Tokyo, paying tribute to Japan, the birthplace of the brand. Models wearing new early autumn clothes traveled from feeling the silence of a traditional courtyard to a psychedelic underground club, showing the unique charm of Japan's multiculturalism.

The main pattern of the 2024 early autumn series is the "Wheel of Wisdom", which consists of two interlocking E letters representing EVISU , forming a circular family pattern, symbolizing endless life. In addition, EVISU also draws inspiration from Japanese legends and myths, integrating carp and sea god pattern embroidery into the design of Yokosuka jackets and denim items. Ebisu is one of the oldest gods among the Seven Lucky Gods. It is believed to bring good harvests and wealth, and is revered by merchants and fishermen. Carp means good luck. The carp swimming upstream reflects its bravery and fearlessness.

EVISU's 2024 women's early autumn series is titled "Future Wasteland", and the concept is derived from the catastrophic scenes of the earth in movies and video games. The aesthetic style combines decadent style with futuristic sci-fi elements, and uses design techniques such as distressing, deconstruction, and splicing to add a sense of personal rebelliousness. The colors are mainly natural, low-saturation neutral colors and earth tones, while the gray tones show a sense of technological future, while the wasteland beige, volcanic gray, and light khaki willow green create a sense of desert. Atmosphere and decadence. The series also uses futuristic fonts, and then uses metallic tones and laser phantom effects to emphasize and break the established framework.

Ethnic style Wheel of Wisdom printed and embroidered wide casual denim jacket HKD 4299	Wheel of Wisdom embroidered pocket wide-leg woven pants HKD 2499
Poseidon embroidered wide denim jacket HKD 3699	Washed seagull embroidered fashion fit jeans HKD 2699
Wide-fit casual Yokosuka jacket in jacquard and carp embroidery HKD 4299	Logo embroidered color block wide Yokosuka jacket HKD 3699

About EVISU

@Evisu1991  

EVISU was founded in Osaka, Japan in 1991. Its name is inspired by Ebisu (also known as Ebisu, Yi, Japanese: えびす) in Japanese mythology. At first, the brand could only produce about fourteen pairs of jeans a day, and the seagull pattern was hand-painted on the back pocket of each pair of jeans. Because of its love for jeans and its meticulous attitude towards details, EVISU quickly gained popularity. The extremely demanding Japanese fashion industry loves it, and it has also set off a craze for vintage jeans that has swept the world. EVISU's persistence and focus over the past thirty years have earned the brand reputation and praise. It has become the favorite of many jeans collectors and fashionistas around the world, and has become a classic in the history of jeans.

"BEFORE ANYONE DID ANYTHING EVISU DID EVERYTHING"

The EVISU slogan is inspired by the famous line "Before anyone did anything, Elvis did everything" by John Lennon, a member of the Beatles, who praised the "King of Rock and Roll" Elvis Presley. Elvis Presley has become a classic figure of rock music with his creative music and wonderful performances. Later, Mr. Hidehiko Yamane, the founder of EVISU, borrowed this quote and changed it into the brand slogan of EVISU. This slogan was used on the ready-to-wear collection launched by the brand in 2012 to celebrate the 20th anniversary of EVISU. As a pioneer in denim clothing, EVISU is known for its unique sand-washing technology and exquisite details. At the same time, it is committed to implementing the spirit of the company's slogan, making EVISU an immortal symbol of denim clothing.

Media Contact

Holie Hoholie.ho@evisu.com