Denim Lust: Evisu Gets In Bed With Puma

On Valentine’s Day 2006, Japanese clothier Evisu hooked up with German sportswear giant Puma to create a premium denim line. Nearly two years later, the affair is still going strong. The latest in the Evisu Loves Puma “True Love Never Dies” line comes in a range of cuts and washes for both men and women. Yours truly picked up a pair of boot cut in the dry “rigid” wash. While a little flashier than similar quality denim from A.P.C., Nudie, and Acne, they’re certainly classier than most trash-celebrity denim like True Religion or Seven for all Mankind.

It’s important to note that these particular jeans are a tier below classic Evisu jeans. They’re chain-stitched rather than selvege and the denim is lighter than that used in the Evisu Heritage line, but there are a number of little details that make this collaborative effort worth the price of admission.


The cheapest way to get the Evisu gull on your ass.
Button Fly
The contrasting Evisu and Puma buttons add a nice touch to the already fun button-fly.
change pocket
A change pocket made useful by adding a snap-closure? Brilliant.
Even the inside lining adds a little flare.

And my favorite feature? The Puma formstripe gradually appears under the Evisu gull as the jean fades. Hot.

Price: $160-$180 USD
Where to buy: Online or most Puma stores.

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