Denim brand Evisu has hired denim aficionado Scott Morrison as global chief executive.
Scott Morrison, the co-founder of denim brands Paper Denim & Cloth and Earnest Sewn, has been charged with reinvigorating the brand. He left Earnest Sewn just two months ago.
Morrison is expected to move Evisu away from its heavily branded, streetwear image towards a contemporary style, which will be better suited to European markets.
Morrison is expected to show a taster of Evisu’s new direction at menswear trade show Pitti Uomo in Florence, and young fashion trade show Bread & Butter in Berlin this summer.
The fully overhauled collection will be ready for autumn 10 delivery.
Will Morrison be able to restore Evisu to its former glory? Is a move away from heavy branding the right way to go? Post your comments in the