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Evisu Sale + News

05/28/2009
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Evisu, the high-end Japanese denim label, is having an incredible on-line sale on selected jeans and apparel for the whole family. Go shopping!

Evisu Taps Morrison as CEO

Two months after exiting Earnest Sewn, Scott Morrison is back in the denim game as the newly appointed global chief executive officer of Evisu. In his new role, Morrison will oversee the denim and sportswear maker in all markets except Japan, where the brand was founded and is organized under a separate company. “This is a completely unique and different challenge for me, in that I’m taking on an established brand rather than launching something new,” said Morrison, who was a co-founder of Paper Denim & Cloth in 1999 and Earnest Sewn in 2004.

At Evisu, Morrison faces the task of energizing a company that was one of the earliest innovators in the premium denim field when it launched in 1991, but which has muddled its brand message over the years and failed to grow a business of any significant size in the U.S. “I think the opportunity is to dial back to our iconic heritage, when it was really about the denim,” said Morrison. “The product has become too heavily branded and it’s sort of taken on a life of its own as a streetwear-identified label. I’d like to see it become a little more contemporary, worldly, and perhaps, European.” Evisu posted sales of about $30 million at wholesale outside of Japan, with less than $4 million of that in the U.S. There are 19 freestanding stores outside of Japan, with none in the U.S. Evisu signed a lease to open a SoHo flagship in 2006, but those plans never materialized.

Read the full story…

– Pam



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