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-51 s". The original classical jeans elements and fashionable street style made it quickly famous and became the top jeans brand in Japan. Later, the international version was also a great success in Europe and America, and eye-catching photos of such big names as CRAIG DAVID, Beckham, ALL SAINTS and Beyonce wearing EVISU shirts were also seen in the media from time to time.
YAMANE's design is not only faithful to the original antiques, but also full of sense of humor and subversive spirit. Moreover, no matter how good the sales performance is, it still insists on a very small output and a lot of handcrafted feeling. Buying EVISU has gradually become a collection among VINTAGE JEANS fans. YAMANE later launched a high-end foreign dress brand and a women's clothing series under the name of EVISU DONNA, so his fashion kingdom surpassed the cowboy brand and further became complete.
EVISU pants are divided into Japanese version and European version
The quickest and most common way to distinguish Japanese version from European version is to see if there is a little red label of EVISU in the back pocket. If there is a red label, it is a Japanese version, otherwise it is a European version. There is another way, but it is more eye-catching, that is, the "M" LOGO on the back pocket of the Japanese version of EVISU is to draw the feeling of mountains and hills, while the "M" LOGO on the back pocket of the European version of EVISU is to draw the feeling of mountains and close to a straight line.
Japanese version of EVISU's trousers are divided into three grades
How to tell? Please look at the leather tag on the back of the trousers, which will be printed with NO.1, NO.2 or No.3. These are the three grades. NO.1 is the best, followed by 2 and 3 times. The details are as follows:
The biggest feature of p>NO.1 is the good cloth. It is woven by hand, so its cloth is not as solid as that woven by machine, but it is more retro. And the pants of NO.1 are shrink to fit, so the shrinkage rate will reach 8%-1% (about 1-3 inches) after entering the water, and it will have a greater concave-convex feeling on the fabric, making it easier for you to rub when wearing. Therefore, when wearing NO.1, it is easier to produce the unique decoloration phenomenon of No.1. In addition, its trousers are the most exquisite in detail.
NO.2 is the most suitable pants for the Japanese version of EVISU. The feature of NO.2 lies in the fabric, which is the same as the fabric used in NO.1 in appearance, but the fabric of NO.2 is woven by machine and has undergone shrink-proof processing. Therefore, it will only shrink about 3%-4% (about 1-2 inches) after entering the water, and it uses special dyes, which is less likely to fade when washing pants compared with 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 several common pants types:
1.LOT 2: Straight Fit is more suitable, which is a bit like LEVIS 55.
2.LOT 21: the trousers are Loose Fit Length, which is a loose straight tube.
3.LOT 24: The trousers are the same as LOT21, but with an adjustment ring.
4. LOT 217: the pants are BOOT CUT pants, which can also be compared to slightly loose pants.
here is how to identify the true and false EVISU's trousers
1. Evisu uses expensive DENIM. Compared with Levi\'s, Evisu's cut is lower in waist and crotch, which makes her buttocks a little collapsed when she wears it. On the contrary, it is more board-like, comfortable and loose cut is fashionable, and popular graffiti events are spreading from handbags to jeans. Ebisu is proved by the close relationship between fashion and art.
2. Evisu's trouser pocket of genuine goods has a hidden nail. You can only see that the tannin cloth has obvious selvage by looking through the inside of the trousers. Even if it is clever enough to imitate the selvage effect, the false selvage is loose. There is usually a trouser nail in the trouser stall, which is for reinforcement, but the old one is not so careful.
3. There will be a car line at the end of the M-shape in the back pocket, which means that an extra layer of lining cloth is added to the inside of the pocket. About half of the back pocket will have a thick piece of paper-like hardness, and the old flip will have no cards on the left back waist. The old flip is usually short, which is an obvious way to identify. The M sign on the back of each pair of trousers represents different meanings with its different colors. For example, purple represents the granddaughter who commemorates the Japanese emperor. In addition, there is an image of a chubby old man, which is a Japanese Buddha statue.
4. The leather tag on the back waist is slightly smaller and more detailed than the fake one, and the color is brighter.
5. Evis products * * * are divided into No.1 to No.3, which is the feature of the Japanese version of Evisu. The side of the back pocket is sewn with a red cloth label, and the hem of the trousers can be seen with a white hem. There are too many designs in the European version of Evisu. Here are some basic models. LOT#2- made after Levi's S66xx model, belongs to the narrow version of pants, and LOT#21- looser (not very broken, compared with LOT#2)-this model is rare, and I have the impression.
password image of water washing label and watermark authentication.
6. The sewing thread of the front pocket eversion must be consistent with the sewing thread of the trousers. For example, the hem of the trousers is reversed = the red stripe, which is also the same as the eversion of the two sides of the front pocket. The sewing thread is criss-crossed, and each stitch is three-dimensional and full, which is the credit of high-quality sewing machines and cotton thread. If it is turned over, it will be easy.
7. The old turned goods will also be given away at the same time, but the back of the real card is white, while the old turned goods are yellow.
2. Bape
BAPE, a leading brand in Harajuku, Japan, is definitely a typical representative of trend culture. Although there are different opinions, NIGO's success is obvious to all.
In p>197, a boy named "Nao Tomomi" was born in Takasaki City, Gunma Prefecture, Japan.
in November p>1993, he founded the brand named "A Bathing Ape in Lukewater".
BAPE's full name is <; A Bathing Ape in Lukewater> , which means an ape-man living in ease. The most famous brand slogan also comes from movies <; Ape Shall Never Kill Ape> .
Like other designers in Harajuku, NIGO graduated from Tokyo Institute of Culture and Fashion, but BAPE's LOGO was not designed by him, but by Skate Thing, a famous illustrator nicknamed SKATE-THING, an important figure in Harajuku culture and a good friend of Nigo.
based on the ape-man head, BAPE has played with many changes. At first, it felt quite personal and COOL, but after watching it too much, it was all pirated. The quality is no longer a word to describe. To be honest, I would like to see it again ...
BAPE also started with T-shirts, and only 5 pieces of each style were produced, of which 3 pieces were distributed to employees and friends. BAPE was not established for the purpose of making money. To put it bluntly, it is a brand that NIGO plays by himself and is cool by himself. Because he had many other jobs at that time, his income was not a problem, so he insisted on the quality of his products and wanted to do something that would satisfy everyone around him. NIGO said in many interviews that money was never the first in his mind.
in the first two years or so, Bape has been designing T-shirts. Because of its unique design, guaranteed quality and limited quantity, it can show its own personality, so it gradually gained a little fame among Japanese hipsters, and then began to design other clothes slowly. In 1998, Kimura Takuya, the king of Japanese popularity, appeared in a TV advertisement wearing BAPE clothes, and BAPE quickly set off a craze in Japan. Later, many Japanese artists such as Tadanobu Asano and Sae Isshiki went through BAPE to watch TV, and there were also many artists in Taiwan Province, Hong Kong, such as Andy Lau, Edison Chen and Cecilia Cheung. Recently, Show Lo, the pig who loves to wear BAPE, is almost always on the show. In fact, many artists in Japan, Hong Kong and Taiwan don't wear BAPE very much, because there are too many people wearing it, and they have no sense of individuality. Unless it is a very classic style or a limited edition that is hard to get, the trend is largely a follow-up. Everyone will follow the popular things at the moment, but they will not wear them after a while. However, regardless of others, people who have their own ideas and others look comfortable are truly stylish hipsters.
BAPY(Busy Working Lady), a BAPE women's clothing brand officially launched in p>21, has made it clear that it is aimed at young OL groups, and it has nothing to do with the original inspiration. The designer of BAPY is KIKO, and the costumes are all lovely elements, such as ice cream and leopard print. The theme of recent spring and summer is this tongue-spitting skeleton named Chloé chan.
This little monkey named BABY MILO is the masterpiece of BAPE's toy series, and it has a special concept store. Besides BAPE, it also appears on women's wear and children's wear lines. BAPESTA, the shoes of BaPE, is also a best-selling commodity. The style is relatively simple, and most of them are changed in patterns.
However, Bape is definitely not just a clothing brand. Although it is very successful in clothing development, NIGO has developed a series of concept stores, from hair shops, coffee shops, galleries to MILOSTORE, which is simply the kingdom of Bape.
NIGO can be so successful. According to himself, he has always been based on his own preferences, without considering the needs of consumers or the market reaction. However, the effect is surprisingly good every time. For many original brands, it's a bit easy to stand and talk. After all, it is impossible for most people to run a brand without making money. Another important reason for NIGO's success is that he is also an important promoter of trend culture. He has been committed to introducing international trend art into Japan, and at the same time, he has actively cooperated with various art design or commercial units to vigorously promote trend culture. Needless to say, we are both classmates and friends, and the cooperation has never stopped. Others, such as Pepsi, ADIDAS, Microsoft, etc., are always topics, and the latest cooperation is with famous American streets.
However, many people think that BAPE is nothing, just opportunistic. The elements used are things that will not go out of fashion, such as camouflage and cartoon images, and they are repeatedly used in all products, causing fatigue bombing. Secondly, most of Bape's clothing is basic, and it can't be regarded as clothing design without design and cutting. One of the most criticized things by many people is that most of Bape's things are imitations. They say that they are a tribute to their predecessors, and to put it bluntly, they are plagiarism. Jeans copy Levi's；; Shoes copy Nike Air Force I；; Allstar of converse; There is nothing unique about yourself. Say BAPESTA's logo is converse+Nike. Moreover, all the products imitated by Bape are actually best-selling styles, but they are only added with their own logos or patterns.
In fact, the design is copied, which is nothing, just don't go too far. Although BAPE is too obvious, it has been successful. After all, BAPE can't invest a lot of money to study its own shoes, and the imitated shoes can also sell well, so NIKE will be silent. Although BAPE's imitation and plagiarism in some products are too heavy, it is very creative in shop decoration and product packaging, and the most important thing is good quality control. Because NIGO repeatedly stressed that BAPE is not selling clothes, but the way of life and the quality of life. Therefore, the quality of BAPE products has always been guaranteed, and in the cooperation plan with Pepsi, we insist on limited quantity. When consumers in Hong Kong were speculating on BAPE products, ignoring the life philosophy represented by BAPE, NIGO resolutely closed the first overseas store. In fact, as long as NIGO agrees to produce more products in each plan, he can earn more money than now, but he has not done so. This pursuit of detail and quality has made BAPE respected and successful all over the world, which is worth learning from the hipsters who want to be their own brands in China.
3. NBHD
In the past ten years, Neighborhood has been a famous brand of street fashion culture in Japan. Neighborhood's brand concept is to carefully handle the production details of each product, which has also become its brand tenet of "insisting on the best quality". Neighborhood is widely recognized and advocated in the trend circle, and many world-class famous designers also like Neighborhood products.
Neighborhood suddenly became popular in the tide world since the 1th anniversary celebration last year. Although 1 years is not a long time, how many people have known about this Harajuku tide brand in the past 1 years? Even its mastermind, Nosuke Takizawa, seems to have never thought that his brand would become the target pursued by most people today after 11 years. Should we thank adidas for its 35th anniversary celebration? Superstar took a fancy to it? However, the trend of things has always been the same. When the long queue at the entrance of Busy Work Shop, the flagship store of Bathing Ape, has begun to compete with the long queue in the Neighborhood across the street, everyone will gradually understand from the middle that the influence of this new Japanese trendy brand is gradually expanding.
Christo's popularity may be very average for people in New Zealand or Chinese mainland, but this pair of' slippers' is really a rare thing for Japanese or Hongkong hipsters. Earlier, when Christo was officially launched, it was fried to a high price of about 4 New Zealand dollars in many places. After waiting for about 2 years, this pair of slippers was finally officially re-carved in 25, and it was promoted in cooperation with Japanese fashion brand CABANE de ZUCCa.