Jun 16, 2017 | By Alice Gividen
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Last month, selvage denim purveyors EVISU opened their latest boutique in central London’s hip Newburgh Quarter.
Prior to the explosion of reproduced Japanese denim, EVISU was arguably one of the most sought-after denim brands. Hoping to recapture a growing segment of die-hard denim fiends, the brand has opened up a concept outlet in London’s West End.
The new Newburgh Street space recaptures the brand’s original identity and devotion to authenticity. Resplendent in EVISU colors, the store fuses the brand’s storied history with contemporary design statements. Gold leaf gilding, traditional Noren screens, antique furnishings, and bespoke kamon wallpaper highlights EVISU’s heritage, while creating a luxuriant feel that compliments the products for sale.
Hoping to gain some old fans, the brand has created a uniquely edited collection of “private stock”, where true denim lovers can find bespoke items and limited lines. The store also houses a multi-purpose gallery space where EVISU artists exhibit their traditional hand-paintings, vintage photos, and traditional props. The space presents a lively visual history of the brand and the direction it’s excitedly moving in.
C.E.O. David Pun commented, “We are thrilled to open EVISU’s second store in Central London this October, which makes a great addition to our Boxpark store in Shoreditch. We think our store at Newburgh Street is going to be a favorite destination for Japanese fashion and selvage denim.”
Follow EVISU on Facebook to keep up with the series of events they have lined up for the future.
The new shop is located at 2 Newburgh Street, London W1F 7RD.
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