Evisu & Evisu Genes Fall/Winter 2010 Collection

For the Autumn/Winter ‘10 season Evisu will introduce two distinct men’s denim and sportswear collections under the Evisu and new Evisu Genes labels. The debut of men’s sportswear marks Evisu’s transition into an all-encompassing lifestyle brand revamped with creative director Scott Morrison’s aesthetic. The denim collections provide much of the insight into the new direction of the brand, with an emphasis on quality, craftsmanship and heritage.

The Evisu collection will consist of pieces (t-shirts, wovens, knits, jacket, trousers, outwear, hats) that incorporate a “Reference” to an iconic era, style or trend. Special care and attention was given to additional detailing, such as the reference to blood types in the clothing tag. It is a nod to the Japanese belief that blood types are indicative of personalities, character and compatibility with others (similar to horoscopes).

The Evisu genes label offers a more contemporary, fashion forward look for an edgier consumer. T-shirts, wovens, denim and outwear offer innovative designs that can be mixed and matched for a layering effect.

Both Menswear collections are debuting at selected premium retailers Autumn/Winter 2010.

www.evisu.com

More images of both Evisu and Evisu Genes after the jump