True Love Never Dies

clipped from www.coolhunting.comTrue Love Never Dies

Evisu and Puma joined forces once again to make a line of premium denim jeans called "True Love Never Dies" officially dropping on Valentine's day. The launch party is set for this coming Monday, 13 February at a party held in Puma's Soho store where they will be sold exclusively. The three washes range from distressed to a dark non-distressed, the priciest of which will set you back $180. Of note is the back pocket "formstripe" that with wear reveals the classic Puma band.

Last Valentine's Day, 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.

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.

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

I ran into this sweet campaign of Puma & Evisu for Brazil. For more pictures check below: