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Exclusive: Evisu enlists former Diesel man for UK relaunch

Japanese denim brand Evisu is to overhaul its collection and relaunch in the UK for autumn 14.

The brand has drafted in former Diesel UK sales manager Rhys Davies to help spearhead the relaunch.

Davies, who left Diesel after more than six years on January 18, will officially join Evisu as European sales director on February 1, and has been tasked with establishing a new, bigger UK head office to drive expansion.

“They’ve got two stores and it wholesales here in eight or nine existing accounts, so it’s tiny at the moment and there is a lot of scope,” he said.

Davies is targeting rapid growth for the brand, aiming to secure up to 60 UK stockists for autumn 14, focusing on “quality department stores and indies”.

Evisu will also expand the number of standalone stores it has throughout the UK and Europe, and open larger showrooms for the brand.

Davies will have creative input into the collection to make sure it is relevant to the UK market.

From spring 14 there will be minimal branding on the garments - a move away from Evisu’s distinctive logo, which is often boldly emblazoned across products.

“The brand lost favour in the UK a few years ago because of its streetwear roots while everyone else was focusing on the heritage trend,” said Davies.

“It didn’t fit with a lot of the quality doors it was in.”

Prices will stay largely in line with the current range, with retail prices starting at £45 and going up to £400.

Readers' comments (1)

  • It's going to be a tough ask with the UK market the way it is at present. Four Marketing had the brand at its peak but never managed to make it last as it crossed over with other brands under them such as Money and although gone now - True Religion. I think the best strategy is outlined above where the focus will be on the brand itself to become relevant once more and try to succeed where Four Marketing failed.

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