Japanese denim brand EVISU opens new flagship on Newburgh Street
Japanese denim brand EVISU has joined the ever-growing presence on Newburgh Street in the popular shopping destination of the Carnaby district, by marking their 21st birthday with the opening of a new flagship store.
EVISU was founded in 1991 and gained success through its devotion to quality and authenticity, quickly becoming the denim of choice for hip-hop stars, with their very recognisable signature seagull (kamone) logo painted across the back pockets. The brand can also be credited as being the originator of the selvedge denim boom that remains popular to this day. EVISU prides itself on fanatical devotion to quality and authenticity combined with humour and irreverence, often provided through the use of cheeky anime graphics.
The Newburgh Street store has been designed to reflect this ethos and the result is a warm and inviting space – like a hip, ultra-modern club room. It opened with a VIP launch party on Thursday evening that saw the store’s tight confines packed with London’s designer denim aficionados. A sushi chef prepared various delicacies and a DJ spun for guests who mingled throughout the store, sipping Asahi beer whilst perusing the store’s offerings.
What stands this store apart from its contemporaries is that it will also serve as a gallery space and house a Private Stock room. The gallery space will serve as a busy hub for EVISU’s in-house artists (yes, somebody actually hand-paints and customises your denim) to work and showcase their traditional hand-painting skills, as well as housing vintage photos and traditional props. Private Stock is the name that has been given to EVISU’s newest collection to date. Denim of even higher quality (and price) than the main lines, which is emphasised by its housing in a separate room.
Be sure to pop in as, to celebrate the store launch, EVISU will be holding a series of activities taking place throughout October and beyond. Followed by a series of exciting consumer-facing events and interactive styling nights as winter draws in.
Ian Michael Turner
Photos: Rusal Fox
EVISU’s new store is located at 2 Newburgh Street, W1F 7RD.
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