…and so does the cast of Twilight!…

and zac effron!

…and Brian Austin Green!!

HOTT!!!

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We recently reported that Scott Morrison, formerly of Paper Denim &Cloth and Ernest Sewn Jeans was appointed CEO of Evisu. Well we couldn’t be more excited here at eModa and we want to share all of our knowledge with you. We recently found an interview with Scott Morrison conducted by the people over at denimology (special thanks you guys).

He talks about his plans for evolving the image of Evisu but also staying true to what makes it the collectors brand that it is. What’s most important is he reassures the quality and integrity that has always been synonymous with his name and with Evisu.  Here are some tid bits for you to read:

Q) With Paper Denim & Cloth and Earnest Sewn you were involved from the beginning, whereas with Evisu you are taking over an existing company. What challenges do you think there will be working with an existing brand rather than starting from scratch?

A) Undoubtedly there are challenges within every organization, and taking on an existing concept has it’s pros and cons, there’s no doubt. Evisu is an amazing brand however, with 20 years of history and being the pioneer of men’s premium denim gives me a lot of positives to work with. There’s an iconic brand story, a heritage identity and one of the most recognizable logos in the world. On the flip side, one of the obvious challenges will be managing the expectations of our existing customer. We’re going to be evolving the brand concept and pushing Evisu in a new direction, which will be very exciting for most, but might leave some consumers on the sidelines.

Q) When Evisu first launched they were really the only men’s premium brand around (in the UK at least). Now many years later the competition has become fierce - could you describe what plans you have to get Evisu noticed in a very crowded marketplace.

A) I first found Evisu in the late 90’s when it had started to come into it’s own outside of Japan … and yes, it was the first real premium denim brand in my opinion (although Diesel and Replay were making pretty amazing jeans for years), and Evisu in many respects paved the way for people like myself to create brands like Paper Denim & Cloth or Earnest Sewn. When it comes to our approach for today’s market I maintain the same principles I’ve subscribed to since I started my first company in 1999; focus our efforts on product quality, innovation and brand integrity, everything else will speak for itself.

Q) When Evisu first emerged it was seen as a fashion brand, then it seemed to become more of streetwear label. Any plans to change the way the brand is perceived and if so how will you go about that?

A) Absolutely. The unique thing about Evisu is that brand perception is different in every market. In the UK it has more of a streetwear presence, in Asia it’s very much a collectors brand. We’re going to consolidate those perceptions by speaking from one point of view going forward. This is a denim company at heart, it is a Japanese icon, and we will redirect our efforts on making some of the best denim and clothing products in the world.

Q) Evisu is known for its distinctive branding, whilst Earnest Sewn used a far more subtle approach. Do you think you will tone down Evisu’s branding?

A) Yes. I will definitely tone down the branding element and by that I mean specifically the use of the logo and its frequency. In recent years it’s been too heavily relied upon and I think it’s overshadowed the design of some of our products. This won’t be the case going forward and you can expect some examples to be found in the SS10 range as well as the complete collection come AW10. That being said, Evisu is not Earnest Sewn, and the logo itself is one of the things I love about this brand …

Q) Earnest Sewn had very strong collections for both men and women, whereas Evisu is probably better known for its men’s denim. Can we expect to see an increased focus on the women’s side of the business.

A) Absolutely. One of the most exciting things for me about the opportunity at Evisu was the chance to inject a women’s denim component into the company. We’ve had a women’s range for a number of years but it was primarily sold only thru our retail stores. We will be launching a new women’s capsule for SS10 and a complete collection for AW10, both to be sold at wholesale which will be exciting for everyone.

Q) Evisu were one of the first brands to make Japanese denim available outside of Japan. You have stated that you intend to focus on the heritage of the brand, can we expect to see the jeans continue being manufactured there?

A) We will make Evisu products in a number of places (USA and Italy included), and my hope is that we’ll bring some production back to Japan very soon. We’ve been invited to work with a couple of amazing factories and laundries there, and obviously Evisu and I both have an affinity for Japanese denim so I’d expect to see it happen in the coming seasons.

Q) What is the relationship between the Japanese part of the company and the Global operation?

A) Evisu Japan owns the Evisu trademark for the Japanese market. We own the Evisu trademark for the rest of the world (everything outside of Japan). With regards to the relationship between the two companies, we have tremendous respect for Yamane and what he’s built in Japan. He’s a true inspiration and although we operate completely independent of Evisu Japan, both companies have the same philosophy and appreciation of quality and product integrity.

Q) With Earnest Sewn you had your uber-premium An Earnest Cut & Sew label - can we expect you see you doing something similar for Evisu?

A) What we’re doing with Evisu is actually reducing the number of collections, eliminating collections like Deluxe, EEE, Mainline, Heritage, etc. and redefining two: EVISU and Evisu Genes. Within the Evisu collection you’ll find a couple of smaller capsules however and those will be pretty amazing. The first being STYLECRAFT and the second being LABOUR. Stylecraft is a fashion capsule and Labour being more workwear inspired.

Q) Do you look to a particular scene or person for inspiration when designing a pair of jeans?

A) I’m always inspired by a number of things - fashion, people, architecture, a lifestyle; anything really. I do usually try to envision someone, a muse if you will, who would or could wear what I’m making though - my girlfriend perhaps, or a someone in a specific context (ie. hanging at the Smile Cafe in NYC or dancing at the Jane).

Q) What trends in denim do you see for Spring/Summer 2010?

A) For Evisu we’re re-envisioning our roots … resetting the clock and dialing it back to 1991. We’re loveing raw denim (of course) and a number of really amazing vintage inspired washes in our core selvege fabrics. We’ve updating the collection with four new low rise fits for men and reintroducing some old Evisu iconography such as original ‘Stylecraft’ hangtags and the ‘Labour’ workwear label as two examples.

Q) Is the myth true that Hidehiko Yamane bought an old Levis loom to weave the first pairs of Evisu?

I’m pretty sure that’s urban legend, but then again I have seen one …

We spotted Tyrese Gibson at Comic Con 2009 wearing Monarchy Jeans! The actor and 2000 American Music Award winner for best new R&B/Soul artist was there to promote Trandformes 2 as well as his new film venture, Legion, and his extremely successful comic book, Mayhem. And of course to hang out with the coolest kids on the planet!

Tyrese, we just couldn’t help but notice you wear Monarchy well!

Keep an eye out for their Fall 09 looks, they are beyond hott. And, make sure you check out the eModa Lifestyle Magazine to read up on Designer of the Monath, Eric Kim, the brains behind the amazing Monarchy Collection.

Oh wow oh wow oh wow. Diesel has done it, yet again!

Do you have a purpose for all of your jeans? I do. I have the comfy jeans, the big dinner jeans (stretchy), the date jeans the party jeans, the summer jeans and even a pair for that certain time of the month. As a denim lover I have a pair (or 2 or 3) for just about everything.

And,  leave it to Diesel to create a new line so perfect I can only define them as my soon to be clubbing jeans.

We have all at some time in our lives (maybe every weekend) spent hours getting ready to go out dancing in a nearly pitch black club with little way to see the person your dancing with if not for the random, strobing black lights and so many other people you couldn’t find your best friend if they were standing right next to you.

Problem solver: Diesel, just swooped down and gave us the hottest new solution, glow-in-the-dark Jeans! Diesel’s new ‘Flash For Fun’ collection is nothing short of stylish and oh so fun.

The collection features Diesel’s jeans, t-shirts, sneakers and intimates in glow-in-the-dark detail for the Fall-Winter 2009 season. The collection has been conceived for those who play hard day and night without taking the time to change in between. The Flash for Fun pieces are discreet during the day and only reveal their bright details and stitches at night. Talk about recession savvy!

Hidden graphics, like dragons and earphones, are disguised on the pockets of some denim and are only revealed when exposed to black lights.

Geez, people just can’t get enough of these jeans, they are being spotted everywhere! First Ciara in a pair of Shane in Black Mirror during her tribute performance to Michael Jackson at the 9th annual BET awards Sunday June 28.  Then we see a tribute to the dear denim brand on InStyle.com. Their July 1st “WHAT’S right NOW!” section shows an awesome pair of boyfriend shorts to follow up the boyfriend jean trend. And Teen Vogue tops it off with a photo spread in their August edition featuring a sky blue pair of skinny jeans styled with tons of plaid and bright yellow scrunchie socks.

If you’re looking for a pair of your own, then search no further than www.emoda.com/brands/Genetic-Denim.asp

RockStar denim is finally getting the recognition we always knew it deserved. The brand which is carried here at eModa was recently spotted on two twilight hotties at the MTV awards, Peter Facinelli and Kelan Lutz. The styles are super trendy and definitely affordable. Pick up your pair at www.emoda.com

Our newest edition of the eModa Lifestyle Magazine is finally here and getting unbelievably amazing reviews!

Check it out! http://www.emoda.com/magazine/index.asp?MID=2

Our fave, Rock & Republic, has created a new look for the basics; they are calling it Plain Wrap and we are calling it AMAZING! With fall 09 quickly approaching, we absolutely had to snatch some of these great basics for our customers which you can expect to appear on eModa.com.

There is so much to look forward to from this brand including T-shirts, jeans, hoodies and Windbreakers for men and women as well as leggings and a tank top for just the women. Plain Wrap’s head-to-toe look will be completed with his-and-hers sneakers and stilettos.

Here’s what you can expect it to look like: each article of clothing is labeled with it’s name in capital letters. For instance, a screen print of “LEGGINGS” spans from the calf to the mid-thigh, and the hoodies simply have the word “HOODIE” across the back.

But the best part has got to be the recession-friendly price of these designs. Plain Wrap retails for between $35 and $198 and to make the picking easy, the only available colors will be black, white and blue.

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This pic speaks for itself…two smoking hot, MAJOR celebs rocking Genetic Denim. Actress Winona Ryder is sporting (coincidentally) the Ryder Boyfriend Jean in Ol’ Vintage Dark, while model Bar Rafaeli is seen her in the Shane Recessive Cigarette-Cut Jean in Zinc! Click here to see the hot collection of Genetic Denim that eModa.com has to offer! Happy shopping!

The video below is of NY-based rapper Mims (remember the smash hit “This Is Why I’m Hot” from a few summers ago?) visiting the Robin’s Jean factory. He gets to speak with designer Robin Chretien and, of course, gets hooked up with some exclusive Robin’s Jean denim of his very own.

Click here to see the hot Robin’s Jean denim (and hoodies!) eModa.com has to offer!

Our own Michelle Miller (eModa’s resident stylish and PR/Marketing whiz) sat down with Miami rap (and, allegedly, drug) kingpin Rick Ross for an interview! Michelle (a/k/a/ Misha) is working diligently on said interview, which will be made available for your viewing pleasure on our sister blog. M&M. (The “M’s” stand for Misha and Marina (Kogan), eModa.com’s buyer women’s buyer.)

Floridian MC Rick Ross (real name William Roberts II) burst onto the scene in the summer of 2006 with his battering-ram of a debut, Port of Miami. Powered by the monster single “Hustlin’” (the remix of which featured a four-star guest verse from Jay-Z) and “Push It” (which sampled the theme song from the consummate gangster film, Scarface ), Ross quickly rose to the top of the charts. His gritty brand of drug-fueled hip-hop stands out from the rest with its somewhat relaxed delivery and Ross’ frequent exhibition of playfulness…he sounds like a boss who’s already made it and can afford to take it easy. Misha’s interview with the rapper will detail a different side of his personality: fashion! Ross is definitely a big guy, standing at 6 feet and roughly 300 pounds…Misha’s interview will detail his take on dressing for success when so many high-end designers limit their lines to smaller sizes. Check back for updates…we’ll let you know when the full interview is available!

eModa’s brands are constantly being spotted on celebrities far and wide and there’s no wonder why…our premium couture is the best of the best! The latest Hollywood hotshot to be seen in an eModa-sanctioned brand was none other than Eric Mabius of Ugly Betty! Eric was seen wearing Diesel’s Dirty Rain Zatiny Bootcut Denim on the “Betty’s Baby Bump” episode of the hit ABC series. Diesel jeans are Italian-made and embody the spirit of vintage denim, complete with a modern twist. Click here to check out eModa.com’s assortment of Diesel denim for men!

Mario Lopez, best known for his role as A.C. Slater on the consummate 90s teen sitcom Saved By The Bell, has done much to flourish in his career as an adult actor. He’s hosted shows for the MTV and Animal Planet networks and has made guest appearances on shows like Nip/Tuck, Resurrection Blvd. and Eve. He’s even had a role on the popular soap opera The Bold & The Beautiful and has hosted several high-profile beauty pageants. These days, Mario’s full-time job is being the weekday host on the prime-time entertainment program Extra. What’s interesting to notice, however, is that in many of the episodes Mario appears in, he’s always dressed impeccably…and one of his favorite brands seems to be Taverniti…the man is spotted in Tav jeans all the time! We here at eModa aren’t suprised by this one bit…Taverniti denim is one of the major trendsetters in the denim market, what with the brand’s penchant for vintage washes, unique stitching, pocket detail and appliques. Click here to check out the Taverniti denim line at eModa.com, and check out Mario (who was recently voted People Magazine’s Hottest Bachelor) weeknights on the Extra program!

G Star

G Star was conceived two decades ago and has done nothing but flourish as a brand ever since. Big fans of experimentation and product development, the designers behind the brand have taken their denim-oriented creations to new heights with a look that’s both timely and futuristic. Consumers can look forward to a collection with innovative washes and creative detailing.

Jump Shoes

Hailing from Asia, the Jump Shoes brand was originally designed as an American-influenced line of footwear for Asian youth. Since then, Jump Shoes have permeated the worldwide market, delivering quality sneakers and shoes at affordable prices. The fashion-forward style and unique detailing of this footwear as well as the commitment of the brand to developing shoes for the people come together as a fresh collection for the global consumer.

G-Shock Watches

G-Shock watches are no longer solely for athletes! These premium, ultra-modern analog and digital watches come equipped with an amazing array of features and are available in a slew of exciting colors and designs. From multiple time zone screens to atomic timekeeping and water/shock resistance, each model can be “as cool or calm as you want it to be.”

Yes, folks, that’s right…dirty-blonde bombshell Annalynne McCord from the new Beverly Hills 90210 has been spotted in one of eModa.com’s stylish brands! This decadent VaVa Bubble Dress, designed by Joyce Hahn, is fashioned from 100% cotton in a lightweight denim feel and features a gathered skirt, khaki accent stitching and unique wooden buttons.

Click here to view and purchase this gorgeous dress!