Ever wondered what multi-millionaire fashion moguls are into? Check out this list from the Evisu founder – you might be surprised
If you don’t know about the founder and head of Evisu, the denim fashion label, you might be surprised to learn about him. His list of five favourite things, for example, is not entirely what you’d expect from your average multimillionaire fashion mogul.
But then Hidehiko Yamane isn’t your average multimillionaire fashion mogul. How many heads of fashion labels can you imagine appearing on a TV programme about fishing (Ted Baker aside)?
Evisu: fine attention to detail
Attention to detail isn’t listed as one of Yamane-san’s favourite things – although it should be. When he started making Evisu jeans, disappointed with the mass-produced replica vintage jeans of the late 1980s, one of the things Yamane insisted on was that Evisus were made with old Union Special sewing machines formerly used by Levis (until the 1950s, at least). Evisu denim is also indigo dyed with indigo from Yamane’s own plantings.
The name “Evisu” is a clue to one of Yamane’s most obvious favourite things: money. Evisu (or Evis, or Ebisu) is the Japanese god of wealth – although that didn’t stop Levis launching an ill-fated court case against the company because they thought “Evis” was too similar to “Levis”, despite Evisu jeans carrying the Yamane-designed seagull logo that has become its world-famous trademark.
Fishing, golf and Evisu
And like Ted Baker, Yamane likes fishing – to a ridiculous degree. Unlike Baker, he has launched an Evisu range specifically for anglers and, as alluded to above, frequently appears on fishing programme on Japanese TV.
The Evisu founder also shares the Japanese passion for golf (and, again, has launched his own range of clothes for golfers). So far, then, so fashion designer – and perhaps you might be expecting the last two favourite things to be fine art, yachts, interior design, champagne or the colour mauve?
In fact, Hidehiko Yamane lists beer and women as his last two favourite things. And who’s going to argue with him?
Not us – not when he puts so much effort – and effortless style – into Evisu jeans.
Evisu denim: available at Bolo
Bolo, the award-winning designer clothing retailer, has been selling Evisu men’s designer clothing in its range for many years.
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