Jeans Evisu

Without doubt the ultimate “fashion must”, for anybody who is still breathing, has to be the immortal pair of jeans.
Jeans have stuck around for so long and considering their humble rather down trodden beginnings Jeans are undoubtedly a success story when it comes to clothing.

The actual history of jeans is quite a long and interesting story…however I think I will touch on that history another time perhaps.

What I want to talk about today is my favourite designer brand of jeans called Evisu.

Ok, so I don’t often go near designer jeans because the prices make my skin itch.

yep I’m the kinda dude who will go to Mr. Price or perhaps Hang Ten when I need a new pair, I find that even if they are pretty much “cattle runs” when it comes to clothing, as far as their jeans are concerned they are more than adequate and in my own opinion last longer than the latest designer jeans, which seem to only last a season before they explode into tiny little designer pieces.

However if I have to single out one label that specializes in designer jeans and go out of their way to make a quality garment, it has to be without doubt Evisu.

So who the heck are Evisu (Evisu Genes) and where do they make these legendary jeans?
Well the story goes a little something like this:

The brand was formed way back in 1991 (when Kurt Cobain was still alive and kicking) by the now ultra famous Hidehiko Yamane.

Well ok maybe Yamane is a little more famous in the Asian circles, but let me tell you he has made one hell of a lasting impression on the international jeans market.

Anybody who knows their jeans and has a tendency towards being picky about intricate workmanship will definitely know Evisu and hold them in high regard.

It’s an interesting brand as it is actually become very well known, but still has a slightly underground feel to their overall brand…which undoubtedly serves them in good stead with consumers.

The brand, which you should have realised by the creator’s name, is a Japanese label founded in the city of Osaka.
Hidehiko Yamane has had a deep background in clothing manufacture and spent many years perfecting the art of creating “true” vintage style jeans.

Not only was he trained as a tailor but he also went on to work in vintage clothing export endeavours where he learnt much of the business know how that has seen Evisu launch onto a global platform.

Yamane was very disheartened to see how the mass produced designer clothing market was filled with poor workmanship and a shoddy work ethic…this saw him leave his tailoring job and take the step to export, this was the first steps at pulling together the important pieces that would make this own brand of vintage jeans work…this included hunting down machinery that was no longer produced (by like 40 years).

In the beginning his production line produced about 14 pairs of jeans a day…however they were created with the utmost care and precision…Yamane then hand painted the famous Evisu seagull logo onto the jeans himself….can you imagine what the price of one of those original pairs must cost a jeans junkie??

Shooo, they must be worth quite a mint to the right collector….maybe I should get onto eBay LOL.

Evisu may have taken the step into the world of relatively large production, but the spirit still remains.
Yamane’s unique designs and business savvy have seen him go on to start a complimenting ladies range called Evisu Donna, which rounded off the label as a contender in any market.

What do you guys and girls think, do you dig Evisu or are you perhaps sold more on Levis and pricey D&G stuff?

3D Animation

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3D Animation is a design art that has taken off in the last few years and has totally revolutionised the way visual arts/media are created.

South Africa is teeming with design talent in this field, however we see more and more of our talented men and women leaving our shores for greener pastures overseas, where it is much more likely for them to find jobs and make a make on the industry they love. Unfortunately it seems that the money just isn’t there when it comes to 3D animation in South Africa.

However one animation project that did take off in a big way and will was showcased on American television by none other than HBO, was Magic Cellar.

This was one heck of a step for Saffa kind.

Magic Cellar, which is a South African/Canadian project to bring African culture programme to a younger audience in the States, has been acquired by HBO (Home Box Office) and was shown in the US as well as Barbados. This was seriously big news for 3D animators in our neck of the woods.

The Magic Cellar series was commissioned by the SABC, Morula Pictures and Canadian company Chocolate Moose Media.

So whats all the hooha about? Well the fact that a 3D animated series that was created in SA has made it to America and has been licensed by a company as huge as HBO shows that we as South Africans have what it takes to mix it up with the big boys in the design animation industry.

Well to put it correctly, we know we are good enough, but now it’s time for the rest of the world to recognize our skills.

The only problem is now keeping the ball rolling, especially after the huge financial crash of recent times. It seems that 3D design companies overseas as well as here at home are struggling to keep their heads above water, so we find some seriously talented people just waiting around for the fish to bite.

What can we do here in South Africa to keep 3D animation alive and kicking?

I’d love to see companies, as well as government working together to perfect this fast moving art form in SA. Not just with cultural projects like Magic Cellar, but also with top notch animated series for our kids, as well as integrated 3D animation for advertising etc.

Do you know of any awesome 3D animation projects currently underway in South Africa? I’d love to hear more about them so that I can try and raise awareness of the plight of our local design talent.

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About the Founders

Eran Eyal

Eran loves cell phones, and when he’s not working on his love in life (which is springleap), Eran can be found at the dojo beating the *^*^(& out of…

….his hairstyle which always seems to be changing.

Eric Edelstein

Eric is a serial entrepeneur who loves internet marketing, marketing, PR, and buzz marketing.

Eric has spent the last 3 years in Cape Town, but the last company he helped built up, an Internet Search marketing company, took him around the world a number of times.