Evisu
Description
Japanese denim brand renowned for its hand-painted seagull logo and its role as a founding member of the 'Osaka Five' movement. The label is credited with revitalizing global interest in vintage-style selvedge denim through traditional manufacturing techniques.
At a glance
- Founded
- 1991 in Osaka, per the brand's history page
- Founder
- Hidehiko Yamane, per NSS Magazine
- Named after
- Ebisu, the Japanese god of prosperity
- First shop
- Old Hampshire Bond, opened in Osaka in April 1992
- Group leadership
- David Pun was described as chairman and CEO of Evisu Group in a 2016 FashionUnited report
Last verified · 4 sources · see sources
Who founded Evisu and who runs it
Evisu's history page says the brand was founded in Osaka in 1991, and that its first shop, Old Hampshire Bond, opened in Osaka in April 1992. NSS Magazine (2 April 2020) credits the founding to Hidehiko Yamane.
NSS Magazine says Yamane named the label after Ebisu, the god of fortune and fishermen, and added a "u" so as not to risk being confused with Levi's. It says Evisu's daily production did not exceed 14 units, without giving a year, and that Yamane hand-painted the seagulls. It quotes him on the seagulls: "The paint was half joke. I never thought anyone would buy them."
On ownership, FashionUnited described David Pun as chairman and CEO of Evisu Group in a report whose URL is dated 14 December 2016. The same report said the group was thought to have spent 40 million dollars, with investment from the private equity fund Cassia Investment, to buy back its China retail and franchise rights from the joint venture partner New Elegant Trading (Shanghai). We did not find a current statement of who owns the company.
The look and the history
NSS Magazine, citing W. David Marx's book Ametora, credits Evisu as the first Japanese denim brand to sell to Americans in a meaningful way. It also says Peter Caplowe, founder of The Hub, was able to export the jeans to the UK.
Evisu's UK storefront names motifs and products including the seagull, leopard head embroidery and a Daruma plush keychain.
Collaborations
The brand's history page lists Puma (2002), New Era and Moleskine (2015), Champion (autumn/winter 2017), a Pepsi limited-edition collection and can (2018), Swarovski (2019), Keith Haring (spring/summer 2019) and PALACE Skateboards (spring 2020). It also says Edison Chen was appointed the brand's first spokesperson for the Asia-Pacific region in August 2012, under the campaign theme "Make the rules."
Where to buy Evisu and what it costs
The brand's UK storefront prices in pounds, shows a banner offering free shipping on orders over GBP 300, and carries the notice that prices, currencies and product assortment may vary. We could not confirm a current store count or store locations.
When we checked the UK storefront in October 2026 it showed a Denim Trooper Eagle T-Shirt at a regular price of £105, a Leopard Head Camouflage Zip-Up Hoodie at £145, Seagull Double-Knee Regular Fit Jeans at £119, a Leopard Head Embroidered Denim Jacket at £215 and a Daruma Plush Keychain at £16. The page was undated. We have not used resale listings as price anchors.
Price guide
- Denim Trooper Eagle T-Shirt: £105 (Evisu UK storefront, Oct 2026 (regular price))
- Leopard Head Camouflage Zip-Up Hoodie: £145 (Evisu UK storefront, Oct 2026 (regular price))
- Seagull Double-Knee Regular Fit Jeans: £119 (Evisu UK storefront, Oct 2026 (regular price))
- Leopard Head Embroidered Denim Jacket: £215 (Evisu UK storefront, Oct 2026 (regular price))
- Daruma Plush Keychain: £16 (Evisu UK storefront, Oct 2026 (regular price))
Single snapshots from press and retailers; prices change.
Sources · checked October 9, 2026
Frequently Asked Questions
When was Evisu founded?
Evisu was founded in 1991 in Osaka, Japan.
Who founded Evisu?
Evisu was founded by Hidehiko Yamane.
Where is Evisu located?
Evisu is located in Osaka, Japan.
Who founded Evisu?
NSS Magazine says Hidehiko Yamane founded Evisu in 1991; the brand's history page says it was founded in Osaka that year.
Who owns Evisu?
We could not find a current statement of ownership. A 2016 FashionUnited report described David Pun as chairman and CEO of Evisu Group and said the group was buying back its China retail and franchise rights, thought to have cost 40 million dollars with investment from Cassia Investment.
Where is Evisu from?
The brand's history page says it was founded in Osaka, Japan, in 1991.
Why is it called Evisu?
The brand's history page says it is named after the Japanese god of prosperity Ebisu, and NSS Magazine says Yamane added a "u" so as not to risk being confused with Levi's.
How much is Evisu?
When checked in October 2026, the brand's UK storefront listed jeans at £119, a hoodie at £145 and a denim jacket at £215, at regular prices.
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