Japanese line of jeanswear, created in 1988 from an idea by Hiehiko Yamane, a passionate student of original denim. With an American loom from the 1950s, restored to use in Osaka, Yamane manufactures selvedge denim: more than 40 yards a day, in a limited and very accurate production, with a hand-painted logo. In the early 1990s, the vintage phenomenon was very widespread and Evisu became a cult item extremely popular with music celebrities including Madonna, George Michael, the leaders of Oasis, and the Gallagher brothers. In 1997, production under license began in Italy, but always using Japanese denim. The Evisu jeans range from models that are widely available to precious ones of limited production, such as the one with jade buttons, an 18-carat gold embroidered logo, and pockets with Chinese silk inlays produced in 2000. In January 2002, the brand presented its collection in Florence during Pitti Immagine Uomo. In September of that same year, the women’s collection made its début on the calendar of Milano Moda Donna.