Japan'S High-End Cowboy Brand EVISU Restores China'S Market Right To Buy Chinese Retail Rights

Shanghai, China - Japan's high end

Brand EVISU recently announced that it spent 40 million US dollars to redeem China's retail rights and franchise from the hands of China joint venture partners dry Trading (Shanghai) Limited.

This high-end Japanese Cowboy brand costs US $40 million to redeem China's retail rights from the hands of Chinese joint venture partners. Why?

The chairman and chief executive of David Pun, in a press release, said: "over the past few years, our joint venture partners with China have established a reputation for the brand and contended for seats in the Chinese market.

We think it is an ideal time to integrate the Chinese business with the other business of the general company, and to achieve the global goal of the brand in the future. "

In the past, many foreign brands chose to act as agents, franchises and joint ventures in opening up the market in the Asia Pacific region, especially in the Chinese market. As the Chinese market matured, the recovery of agency and franchise became the trend of the times, which helped the brand integrate resources and focus on the local market.

Shape its brand image.

In August, the British luxury brand Burberry spent 54 million pounds to buy China.

The remaining 15% shares of Hongkong Yao Lai Group held 100% of its holdings in China. In 2015, the brand also closed the 35 year license agreement with the San Yang chamber of Commerce, which once brought huge profits to them, and completed the recovery of Japanese business.

The EVISU brand, founded by designer Yamane Eihiko in Japan in 1991, now has 150 retail outlets worldwide.

The most distinctive feature of the brand is its huge M shaped seagull shape behind its jeans.

At present, EVISU is actively establishing a distribution cooperative alliance in the US and European markets to expand its global business.

In addition to Japanese made high-end EVISU Private Stock Stock and customized exclusive cowboy series EVISU Bespoke, it also launched the latest fashion brand lifestyle EVISUKURO lifestyle brand.

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EVISU, founded in 1991 in Osaka, Japan, is inspired by the name of EBISU, the Japanese sea god.

At first, the brand can only produce about fourteen jeans per day, and the Shanghai gull pattern is painted by the hand in the back pocket of each pair of jeans. Because of this love for jeans and the meticulous attitude towards the details, EVISU is soon loved by the Japanese fashion industry, which has a very high demand, and has also created an upsurge of ancient jeans sweeping the world.

EVISU's twenty years of persistence and focus have won the reputation and reputation of many jeans collectors and fashion people.

At the same time, it does not reduce the strict requirements of the brand to the quality, but the core value of the core has been firmly rooted in the history of jeans, and has become a classic in the history of jeans.

The brand was founded in the great heat of VINTAGE JEANS, and EVISU became the representative of "post 501s". Its original classic jeans and fashionable street style made it become famous and become the top Japanese jeans brand.

Since then, the international version has also been a great success in Europe and America. Beckham, CRAIG DAVID, ALL SAINTS and so on have been seen in the media.

YAMANE's design is not only loyal to antique original works, but also full of sense of humor and subversive spirit, and regardless of sales performance, it still insists on minimal output and a lot of sense of handwork.

This makes the collection EVISU gradually meaningful among VINTAGE JEANS fans.

At the end of 2003, HIDEHIKO YAMANE once accepted an interview with the city pictorial, recalling the original creation of classic old jeans: "the jeans made at that time were certainly not as perfect as they can be, but the whole process is full of fun."

Actually, many of the elements we see now are derived from a random idea at the very beginning, such as the sign of the seagull. After the completion of the whole process of jeans, I felt that something was missing, so I drew a seagull on the back pocket, and it was a little graffiti.

At first, the sign of the gulls on every pair of trousers was painted by myself.

I am crazy about classic old jeans and all the details about it, such as cloth texture, cloth label, post bag shape, bump nail, thread pattern.

I'm very interested in all the techniques related to making classic old jeans.

But these technologies are 40 years ago. Nobody seems to care about me before. It really takes some time to find them. "

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