Scott Morrison, Co-Founder of denim brands Paper Denim & Cloth and Earnest Sewn, has been appointed Global Chief Executive of Evisu.

Part of his strategy is to get back to the iconic heritage of the Japanese denim brand, clarify and simplify its message, improve the product, and move the collections into a more contemporary style, which suits both the European and American markets.

Morrison will oversee all markets except Japan, where the brand was founded in 1991, while Evisu will move its worldwide headquarters to New York from Hong Kong, where its parent company Bestford Ltd. is based.

Bestford and Peter Caplowe acquired the Evisu trademarks for all markets outside of Japan from Evisu founder Hidehiko Yamane in February 2006. The transaction was funded by New York-based hedge fund Indus Capital Partners, which owns a majority stake in Bestford.

Evisu posted sales of about $30 million at wholesale outside of Japan, with less than $4 million of that in the U.S. There are 19 freestanding stores outside of Japan, with none in the U.S. Yamane still owns and operates the business in Japan with 61 freestanding locations making a profit of $50 million annually.

A small capsule collection of Evisu’s new direction will be shown at Pitti Uomo in Florence and Bread & butter in Berlin this summer.

—Melanie Gropler