Japanese premium denim brand Evisu is to undergo a revamp for autumn 10, according to new global chief executive Scott Morrison.
Morrison, who founded premium denim brands Paper, Denim & Cloth in 1999 and Earnest Sewn in 2004, has been at the helm of Evisu since May. He said: “This will be a fully fledged overhaul. The challenge that the brand faces is that it means different things to customers in different territories.”
He has pledged to put the focus back on product and to spend the next two years getting it right. “In the UK, Evisu has become more of a streetwear brand but it is important to add that it hasn’t lost its premium positioning.”
Morrison said Evisu’s seagull logo would still be part of the brand DNA but that its use would be toned down so the branding does not overshadow the quality of the product - something he claimed has happened in recent seasons.
He added that part of the strategy for the brand would be to re-engage with 19- to 25-year-olds, as well as focusing on womenswear with a full lifestyle collection including a strong denim component.
Ben Banks, director at Evisu’s UK distributor Fourmarketing, said: “In the UK there is room for growth and that’s what we’re aiming at, both through getting more product into our loyal customers and by looking at distribution opportunities. Womenswear is a huge untapped area for us in the UK.”
The company will eliminate some of its sub-ranges and concentrate on the Evisu mainline and Evisu Genes range. Some jeans styles will be inspired by the Evisu archives.
Morrison said pricing would mostly stay at current levels but that menswear “could be a smidgeon higher”. Retail prices for jeans will be tiered at £100 to £150 and £195
Evisu has 78 accounts with 100 doors in the UK. For more details, call 020 7608 9100.