Evisu
In 1991, Japanese HIDEHIKO YAMANE founded the classic old jeans brand EVISU in Osaka. The brand's founding period coincided with the popularity of VINTAGE JEANS, and EVISU became the representative of the "post-501 era". Its original classical jeans elements and fashionable street style made it quickly famous and became Japan's top jeans brand. The subsequent international version has also achieved great success in Europe and the United States. Eye-catching photos of big names like CRAIG DAVID, Beckham, ALL SAINTS, and Beyonce wearing EVISU shirts are often seen in the media.
YAMANE's designs are not only loyal to the original antique models, but are also full of humor and subversive spirit. No matter how good the sales performance is, they still insist on a very small output and a large amount of hand-made feeling. . Buying EVISU has gradually become a collection among VINTAGE JEANS fans. YAMANE later also launched a high-end tailoring brand and a women's clothing series named EVISU DONNA. His fashion empire thus surpassed the denim brand and became further complete.
EVISU pants are divided into Japanese and European versions
The quickest and most common way to distinguish between the Japanese version and the European version is to see if there is a small red EVISU mark on the back pocket. If there is a red mark, it is the Japanese version, otherwise it is the European version. There is another method, but it tests your eyesight, that is: the "M" LOGO on the back pocket of the Japanese version of EVISU is drawn to look like mountains and hills, while the "M" LOGO on the back pocket of the European version of EVISU is drawn to look like mountains and close A straight line feeling.
The Japanese version of EVISU pants are divided into three grades
How to tell the difference? Please look at the leather tag on the back of the pants, which will have NO.1 or NO.2 or NO.3 printed on it. These are the three levels. NO.1 is the best, followed by 2 and 3. The detailed introductions are as follows:
The biggest feature of NO.1 is that the fabric is good. It is made of hand-woven cloth, so although its cloth is not as solid as machine-woven cloth, it is more retro. And the NO.1 pants are shrink to fit, so the shrinkage rate will reach 8%-10% (about 1-3 inches) after being put into the water, and it will produce a greater concave and convex feeling on the fabric, making you wear it more comfortably. Easy to rub. Therefore, the unique discoloration phenomenon of NO.1 will be more likely to occur when wearing NO.1. In addition, the details of its pants are the most exquisite.
NO.2 is the most suitable pants for entry-level Japanese EVISU. The specialty of NO.2 also lies in the fabric. It is the same in appearance as the fabric used in NO.1, but the fabric of NO.2 is machine-woven and has undergone anti-shrink processing. Therefore, it will only shrink by about 3%-4% (about 1-2 inches) after being washed. Moreover, it uses special dyes, which makes it less likely to fade when washing the pants compared to other brands of jeans. NO.2 is also very particular about other details.
NO.3 is not recommended. Its fabric is similar to ordinary jeans, and its workmanship is not as exquisite as NO.1 and NO.2. But if you want to wear the Japanese version of EVISU’s unique paint logo, you can choose it.
Next, we will introduce some common trousers types:
1.LOT 2000: The trousers type is Straight Fit, which is more suitable and feels a bit like LEVIS 505.
2.LOT 2001: The pants type is Loose Fit Length, which is loose and straight.
3.LOT 2004: The pants shape is the same as LOT2001, but with an additional adjustment ring.
4. LOT 2017: The pants type is BOOT CUT, which is both boot-cut pants and can also be compared to slightly flared pants.
Here's how to identify genuine and fake EVISU pants
1. Evisu uses expensive denim (DENIM) cloth, and its shape is more tailored than Levi's. The waist is low, the crotch is low, and the hips are a bit baggy when worn. On the contrary, the lines are more stylish, comfortable and loose tailoring looks fashionable. The popular graffiti incident is spreading from handbags to jeans. Ebisu relies on fashion and art to interact with each other. Closely confirm the existence of Evisu㊣.
2. There is a hidden nail in the trouser pocket of the genuine Evisu. You have to look at the inside of the trousers to see that the denim has obvious selvage. Even if the denim is skilful enough to imitate the selvedge effect, the fake fabric will not. There is usually a trouser nail in the trousers with looser edges, which is for reinforcement. Old-fashioned trousers are not so careful.
3. There will be a stitching line at the end of the M-shaped back pocket. This is an extra layer of lining on the inside of the pocket. There will be a half-thick film image about half way into the back pocket. It is something with the hardness of a paper plate. There is no playing card on the left back waist of the old version. The old version usually lacks the cards. This is a more obvious way of identification. The M logo on the back of each pair of pants has different meanings in its different colors. For example, purple represents the memory of the granddaughter of the Emperor of Japan. In addition, there is an image of a chubby old man, which is the Japanese God of Fortune.
4. The leather tag on the lower waist is slightly smaller and more delicate than the fake one, and the color is brighter.
5. Evis products are divided into No.1 to No.3, which is a characteristic of the Japanese version of Evisu. There is a red cloth label sewn on the side of the back pocket, and a white logo can be seen when the trouser legs are folded back. side. The European version of Evisu has too many styles, so here are some of the most basic models. LOT#2000 - modeled after Levi\'s 66 XX model, which is a narrower version of pants, LOT#2001 - looser (not very The looser type, compared to LOT#2000) LOT#2004-This model is less common. In the impression, there is an adjustment ring on the back waist part. LOT#2017-Boot-shaped pants, with white cloth labels instead of Leather label, the Donna series is exclusively for girls.
Washing label and watermark authentication password image.
6. The sewing line of the everted front pocket must be consistent with the stitching pattern of the trousers. For example, if the trousers legs are folded in a pattern = red stripe, then the opposite side of the front pocket will also appear like this if it is everted. Style, the threads are crisscrossed and each stitch is three-dimensional and full. It is the result of high-quality sewing machines and cotton threads. It can be used to save money.
7. The old cards will also come with playing cards, but the backs of real playing cards are white, while the backs of old cards are yellow.
2. BAPE
Bape, the leading brand in Harajuku, Japan, is definitely a typical representative of trend culture. Although there are mixed reviews, NIGO’s success is obvious to all.
In 1970, a boy named "Nagao Tomaki" was born in Takasaki City, Gunma Prefecture, Japan.
In November 1993, he founded the brand with the full name "A Bathing Ape in Lukewater".
The full name of BAPE is , which means the ape who lives a comfortable life. The most famous brand slogan is also derived from the movie "Ape Shall Never Kill Ape".
Like other Harajuku designers, Nigo also graduated from Tokyo Bunka Fashion Institute, but BAPE’s LOGO was not designed by him, but by an important figure in Harajuku culture. He is a good friend of NIGO and also likes it. The famous illustrator of the movie "Planet of the Apes" - Shinichiro Nakamura, nicknamed SKATE-THING, spent a week designing it.
BAPE is based on the ape-man head. After playing with it, I don’t know how many changes it has made. When I first saw it, I thought it was quite unique and cool. However, the more I watched it, the more they were copied. The quality is no longer the same. There are no words to describe it. To be honest, when I see it again, I kind of want to...
Bape also started with T-shirts. Each style only produces fifty pieces, of which thirty are distributed. Only a small amount of it is given to employees and friends and reaches the market. Some people ask how he makes money? BAPE was not established for the purpose of making money. To put it bluntly, it is a brand for NIGO to play and enjoy. Because he had many other jobs at the time and income was not a problem, he insisted on the quality of the product and wanted to make something that would satisfy everyone around him. NIGO said in many interviews that money was never in his mind. First place.
In the first two years or so, Bape was designing T-shirts. Because the design was unique, the quality was guaranteed, and it was limited edition, it could show one's own personality, so it gradually became popular among Japanese hipsters. After gaining some fame, I slowly began to design other clothes.
In 1998, Japan's popular king Takuya Kimura appeared in a TV commercial wearing BAPE clothes. BAPE quickly set off a craze in Japan. After that, many Japanese artists such as Tadanobu Asano and Saei Isshiki wore BAPE and appeared on TV in Hong Kong and Taiwan. There are also many artists, such as Andy Lau, Edison Chen, Cecilia Cheung, etc. The one who loves to wear BAPE recently is Xiaozhu-Luo Zhixiang. He wears BAPE almost every time he appears on the show. In fact, many artists in Japan, Hong Kong and Taiwan no longer wear BAPE because too many people wear it and it no longer has a sense of individuality. Unless it is a very classic style or a limited edition that is difficult to get, fashion is largely a matter of Those who follow the trend, everyone will follow what is popular at the moment, but after a while they will no longer wear it. But those who have their own ideas regardless of others, and those who are comfortable in others' eyes are the real fashionistas with style.
The BAPE women's clothing brand BAPY (Busy Working Lady), which was officially launched in 2001, clearly targets the young OL group and has nothing to do with the original source of inspiration. The designer of BAPY is KIKO, and the clothes are full of cute elements, such as ice cream, leopard print, etc. The theme of the recent spring and summer is this tongue-out skull named Chloé chan.
This little monkey named BABY MILO is a representative work of BAPE’s toy series. It has a dedicated concept store. In addition to BAPE, it also appears in women’s and children’s clothing lines. BAPE's shoes, BAPESTA, are also a hot-selling product. The styles are relatively simple, and most of them have changes in patterns.
However, Bape is definitely not just a clothing brand. Although it has been very successful in clothing, NIGO has developed a series of concept stores, from hair salons, coffee shops, galleries to MILOSTORE, it is simply Bape’s. kingdom.
NIGO can be so successful because, according to him, it has always been based on his own preferences, without considering consumer demand or market reaction. However, the effect every time is surprisingly good. For many original brands, this means that it means standing up and talking without pain. After all, operating a brand without the purpose of making money is not a big deal for most people. possible. Another important reason for NIGO's success is that he himself is also an important promoter of trend culture. He has been committed to introducing international trend art to Japan. At the same time, he also actively cooperates with various art design or commercial units to vigorously promote trend culture. Needless to say, there are Harajuku brands. We are either classmates or friends. Cooperation has never stopped. Others such as Pepsi-Cola, ADIDAS, Microsoft, etc. are always topical. The latest cooperation is with the famous American street brand A series of products produced in collaboration with graffiti artist KAWS.
But there are also many people who think that BAPE is nothing special and just opportunistic. The elements used are things that will not go out of fashion, such as camouflage, cartoon images, etc., and they are used repeatedly on all products, causing fatigue bombardment. Secondly, most of Bape's clothing are basic models, with at most some changes in patterns, materials, and packaging. Without design and tailoring, it cannot be considered clothing design at all. The most criticized thing by many people is that most of Bape's stuff is imitation. He says it is a tribute to his predecessors, but to put it bluntly, it is plagiarism. The jeans are from Levi's; the shoes are from Nike Air Force I; Converse's ALL STAR; there is nothing unique about them. Let’s just say that BAPESTA’s logo is Converse + Nike. Moreover, all the products that Bape imitates are actually hot-selling styles, but they just add their own logo or pattern.
In fact, design things are copied over and over again, which is okay. Just don’t go too far. Although BAPE is too obvious, it is relatively successful. After all, BAPE cannot invest a lot of money in research. NIKE produces its own shoes, and the imitated shoes can also sell well, so NIKE remains silent. Although BAPE's imitation and plagiarism on some products are too heavy, they are very creative in store decoration and product packaging. The most important thing is good quality control. Because NIGO has repeatedly emphasized that what BAPE sells is not clothing, but a lifestyle and quality of life. Therefore, the quality of BAPE products has always been guaranteed. In the plan to cooperate with Pepsi, we insist on limited quantities.
When Hong Kong consumers were speculating on BAPE products and ignored the life philosophy represented by BAPE, NIGO resolutely closed its first overseas store. In fact, as long as NIGO agreed to produce more products in each plan, he could make more money than he does now, but he did not do so. This pursuit of details and quality has made BAPE gain respect and respect all over the world. The success is worthy of reference by domestic fashionistas who want to build their own brands.
3.NBHD
In the past ten years, Neighborhood has been a famous brand of Japanese street culture. Neighborhood's brand philosophy is to carefully handle the production details of each product, which has also become its brand purpose of "adhering to the best quality". Neighborhood is well recognized in the fashion industry and has many fans. Many world-class designers also love Neighborhood's products.
Neighborhood has suddenly become popular in the trendy world since its 10th anniversary celebration last year. Although 10 years is not a long time, how many people have known about this Harajuku trendy brand in the past 10 years? Even its mastermind Shinsuke Takizawa seemed to have no idea that his brand would become the target of most people today, 11 years later. Should we thank adidas for choosing it during its 35th anniversary celebration Superstar? However, trendy things have always been like this. When the long queue at the entrance of Bathing Ape flagship store Busy Work Shop has begun to rival the long queue at the Neighborhood across the street, everyone will gradually understand that the influence of this new Japanese fashion brand is gradually expanding. .
Perhaps for people in New Zealand or mainland China, the popularity of Christo is very average, but for hipsters in Japan or Hong Kong, this pair of 'slippers' is indeed a must-have. Lots of trendy stuff. Earlier, when Christo was officially launched, it was speculated to a high price of about 400 New Zealand dollars in many places. After waiting for about 2 years, this pair of slippers was finally officially reproduced in 2005. Following the earlier cooperation with Japanese fashion brands After CABANE de ZUCCa launched Christo in five color combinations, Neighborhood, which also collaborated with Visvim for the first time last year to launch a special version of Judd, is also optimistic about Christo's prospects and launched Neighborhood's signature all-black matching version. The biggest selling point is believed to be the upper. Neighborhood font on. The licensed price this time is also much cheaper than the earlier CABANE de ZUCCa version. In comparison, everyone has a certain score in their hearts. Shortly after the official release of the Neighborhood version of Visvim Christo, all good sizes were announced to be out of stock, which means that all licensed products were sold out.
4. Stussy
In 1980, when SHAWN STUSSY started selling surfing clothing and supplies at LAGUNA Beach in California, he might not have expected that his name would become In the future, he will be sought after by countless people and even worshiped.
Stussy, who loved surfing at the time, printed the graffiti signature he designed on the surfboard. Gradually, many people thought it was very good after seeing STUSSY’s signature, so some people asked STUSSY to help. After they painted graffiti on their skateboards or clothes and found that the effect was good, that year he began to print his most famous surfboard-style graffiti signature on T-shirts and began selling these T-shirts and surfboards together. As the production of clothes gradually expanded, SHAWN STUSSY opened a company selling surfing clothing and supplies, and launched the brand "STUSSY", and the graffiti name naturally became the brand trademark. In this way, the original and modern fashion aesthetic concept created by Stussy quickly developed into a new generation of beach culture.
In 1985, he began to enter the fashion market and quickly achieved success. From surfing to fashion, STUSSY completed a very difficult transformation. And at the same time, STUSSY also began to enter the skateboard market. It should be said that this transformation from surfing to skateboarding is relatively normal. Of course, SHAWN STUSSY will not let go of the streetwear market.
He added the designs of skateboarding clothes, work clothes, and old school uniforms to STUSSY's clothing design, forming another type of street clothing that is different from the original style. At that time, the streetwear industry was also facing changes. The birth of new brands and the popularity of large-size clothing...STUSSY took advantage of this rare opportunity to establish its important position in the field of streetwear.
We are now in an era where Tee is the representative of popular culture, and Stussy is one of the representatives of this culture. The 1970s was the era when punk emerged, and the 1980s brought us Rap. Punk broke the boundaries of creation and beauty and taught us that anyone can form a band and enjoy the charm of music. Rap, on the other hand, continues to push the boundaries of social tradition and begins to explore the true meaning of remixing & sampling. These fresh ideas and territories create a new stage for fashion and cultural expression and dissemination.
With the success of Stussy and its continuous spread to all over the world, fashion pioneers in New York, London, Tokyo and other regions are connected. Stussy's design inspiration comes from hot international musicians, extreme sports, DJs and artists with the same or similar tastes, which has also helped Stussy become a global international street pioneer.
Today, Stussy exists as a brand respected by people around the world, a powerful brand with more than 60 stores around the world. However, 25 years ago, Stussy heralded the arrival of all this.
Popular is like a rebel, rebelling against the classics, but after a period of time, the current popularity will transform into new classics. Stussy relied on each of its carefully crafted products to create such a popular classic in a quarter of a century