This piece was written to help promote the release of this collaboration between two well-esteemed streetwear brands. While Palace is a staple in the streetwear industry, younger enthusiasts may not be as knowledgable of the famed Japanese denim brand. I wrote this piece to give readers and customers a bit of a background of the two to help give the drop some more context while showing StockX's authority and awareness of streetwear 'drops'. 

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Palace x Evisu | 5 Things You Need To Know - excerpt

The jeans of choice of your favourite ‘90s rapper, and still worn by many today, including Travis Scott, Evisu is back on the global stage with their collaboration with Palace, paying tribute to their role in UK club culture in the late ‘90s and early ‘00s. For those of you hearing about the legendary Japanese denim brand for the first time, here’s everything you need to know.

What is Evisu?

Evisu Jeans (or Evisu Genes to some) was founded in Osaka in 1991 by Hidehiko Yamane. Hidehiko had previously worked as a tailor but started Evisu because of the lack of quality in mass-produced modern denim. Hidehiko sourced old school tools and machinery to replicate the quality, and “raw” denim feel that he could only find in vintage items. Evisu jeans are instantly recognisable from the painted-on seagull logo on the back pockets.

The intense labour process for Evisu jeans–the denim had to be indigo-dyed 30 times–meant only 14 pairs could be made each week in its early days, which gave them their hefty $300 price tag, making them all the more luxurious.

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