Evisu Clothing
Japanese tailor Hidehiko Yamane had the idea to combine his love for vintage jeans with the Japanese love for handcrafted traditions back in 1986. Evisu is the name of the Japanese Buddhist god of money, whilst the word "Genes" relates to the strong cotton jeans that was named after the city Genua, the place where jeans were founded. The philosophy was harnessed in Evisu Jeans.
 
In 2000 Yamane issued 100 pairs of Evisu Millenium jeans with 22kt gold embroidered logos and 22kt golden buttons as a limited edition. The Evisu jeans, cost £1200 each, but sold out on release.
 
Yamane's Evisu jeans are handcrafted and coloured with natural indigo. He owns his own indigo plant fields which produce the special dye into which every pair of Evisu jeans are dipped. Evisu denim has a minimum of 16 dips, whilst some styles have 30 dips.