Thanks to Evisu I discovered Japan and its denim culture. That unadulterated attention to detail, to the pure and the authentic.

I first saw them in a shop by accident and they struck me: Raw Selvedge Denim with a hand painted mustache.

At the time I was working for Puma, whose Italian distributor we shared with Evisu. Combining the world of sport with that of denim came to me as a natural, consequential thought. Thus, a collaboration was born — another rarity those days.

“Evisu per Puma” was a striking success, leading to the creation of the first dedicated Evisu collection for Italy: Washed Selvedge Denims that amalgamated Japanese taste with Italy’s iconic clichés.