Friday, 2 October 2009

Interview: Evisu's Comeback: Interview with CEO Scott Morrison

Media coverage touting
Evisu's first collection designed by their new CEO and creative director Scott Morrison has been hard to miss. Looking back to the pre-WWII selvedge Levi's and Hidehiko Yamane's obsession with them that originally inspired him to found the brand in 1991, the widely-circulated story is the good ol' brand heritage angle—one that boils down to Morrison's return to a less embellished but still highly stylized look.

In efforts to regain the market that ditched Evisu when it, "got overly colorful, got cartoonish, [and] started showing up in Hype Williams music videos," as put it, Morrison refines the cuts of the original Evisus and introduces meticulous distressing for a perfectly worn-in look that involves days of hand finishing including using vaseline and baking them in ovens, among other techniques. When asked about the inherent irony in the of-the-moment pre-distressed look, Morrison replies, "It's a double edged sword because in an ideal world, I'd love to just offer Henry Ford models to everyone, so you can get raw [denim] or fuck off. But at the same time I know it's not going to work. You're trying to do both things."

Read the rest of Ami Kealoha interview with Scott Morrison at
Cool Hunting.

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