Evisu Jeans Founder, Hidehiko Yamane Launches New Brand ‘Yamane & Co’ + Soho Pop Up

Jesse Williams

By Jesse Williams

Jesse Williams

14 Feb 2024

Evisu Jeans founder, Hidehiko Yamane has linked up with the og team behind the iconic brand for the global launch of his new brand ‘Yamane & Co’.

To celebrate the news Yamane is hosting a pop up store in London’s cultural hub Soho where he will hand paint custom designs on selected pieces.

Set to run from February 10th to March 31st, the store will showcase a variety of pieces including the classic 5 pocket denim, one of a kind hand painted tees by Yamane himself, and also an array of fishing inspired garments.

In addition Yamane & Co will host an exclusive event during Fashion Week at DIJONSS in Shoreditch, on February 15th with a diverse line-up of talent including the genre defying Miso Extra and London’s best loved NTS Radio DJs including Steven Julien J Caesar and Mi Ki Mak.

Visit the Yamane & Co Instagram for more information on the pop up location and appointments.