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There is a new boss in town at Evisu, and he is changing things up for the premium Japanese streetwear brand.

Scott Morrison is now the global CEO of Evisu, and he is steering the brand away from its urban look to a more “all-American” style.

Although he plans to keep “touches of Evisu’s original Japanese roots”, Morrison is focused on reaching denim connoisseurs by re-establishing the brand as a premium denim maker.

Evisu has stayed true to producing quality denim in recent years, but it may have been overshadowed by heavy designs like these:

Hanma Worker Jeans by Evisu

The brand’s newest designs debuted in Barney’s stores this holiday season, and had a cleaner vintage look with great washes, fabrics and details.

New designers have been brought in from Ralph Lauren, and Morrison himself co-founded Earnest Sewn and Paper Denim & Cloth labels. Perhaps these facts are an indication of what we will continue to see from the revamped Evisu?

There is still a separate Japan-based business, but Morrison will be heading up Evisu in the U.S. and tapping into “the world’s biggest denim market”, as he told WWD.com. As of last year, the U.S. only accounted for $4 million of Evisu’s non-Japan $30 million in sales.

Saks 5th Avenue, Bloomingdales and specialty stores like Kitson are just a few of Evisu’s new accounts. There are two men’s denim collections under Evisu and Evisu Genes – the main line focusing on classic, heritage styles and the latter offering more contemporary, fashion-forward looks. Both men’s and women’s collections include tees, wovens, knits, jackets, outerwear, hats and more.

Morrison also sees women’s sportswear as a new opportunity. Are you feeling this change of direction for Evisu? Please share your thoughts! Check out Evisu for both men and women on DJPremium.com. Sources: WWD, Hypebeast