EVISU opens at Ibn Battuta Mall today

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Established by Ritesh Punjabi, the company Times Square LLC has successfully accomplished bringing an exclusive and vintage brand to Dubai, with their first outlet opening at Nakheel's Ibn Battuta Mall. The mall, based on the life and travels of 14th century explorer Ibn Battuta, will be located between the 5th and 6th Interchange on Sheikh Zayed Road.

Evisu was formally born in Osaka, Japan in 1991 although the research and planning necessary to reproduce the perfect pair of vintage jeans had been in the process for several years prior. The founder and owner of Evisu, Hidehiko Yamane, originally trained as a tailor. Yamane-san's love for vintage jeans and his disappointment with the mass-produced modern versions initially led him to the vintage clothing import business and then, as an evolution, to putting together the elements required to reproduce vintage-style jeans.

Evisu (also written as Evis or Ebisu) is the name of the Japanese Buddhist god of money, usually portrayed with a fish and fishing rod. This name was selected for the new venture as money and fishing are two of Yamane-san's favourite things. Although Evisu was initially more a labour of love than a commercial venture, Evisu jeans captured the imagination of the detail-obsessed Japanese fashion crowd, spurring a revival of interest in vintage denim which has now spread into a global phenomenon.

Murray Scanlan, Mall Manager of Ibn Battuta Mall adds that, 'Evisu, has a massive following throughout the world. We are thrilled that Ibn Battuta Mall was selected to launch Evisu in Dubai.'

'We look forward to bringing this brand to Dubai as it is chic, stylish and funky and will be an exciting addition to the city's fashion scene. The detailed craftsmanship of Evisu jeans is incredibly unique and will offer something different to people looking for trendy alternatives to what the market has to offer,' said Samara Punjabi, Evisu buyer.

'Everyone wears denim as it can be worn semi-formally or casually. Evisu pays attention to detail like no other in its class. The style, humour, fit and feel of the product is going to be a hit with the fashion conscious in Dubai. We are proud to present Dubai with distinct and quality fashion from Evisu,' added Ritesh.