SEUVAS Presentation & Selection

Published : 03/05/2024

By : Gurvan - Marques

We are pleased to announce the arrival of a new Japanese label straight from the city of Kurashiki, in Okayama Prefecture: SEUVAS.

Discovered a few years ago, we have been following this very young brand born in the cradle of Japanese denim in Okayama with particular attention. Still relatively unknown in Europe and not distributed in France, we wanted to be the first to introduce it to you !

The Canvas, SEUVAS' signature

Everything starts with the Canvas! Historically, the production of this fabric in Okayama Prefecture dates back more than a century. Known for its durability and breathability, this material was initially used in making sailboat sails and painting canvases. The canvases produced in Kurashiki, where the SEUVAS tailoring workshop is located, come from the Takeyari factory, founded over 130 years ago. Thus, with the intent to fully utilize this exceptional fabric, both strong and timeless, SEUVAS chose to design the majority of its items with it. This resulted in workwear and military-inspired jackets made from a relatively thick canvas (averaging 10 oz). The canvases used for crafting SEUVAS pieces are neither treated nor dyed, presenting a lovely natural cream hue. Just like the denim from the same region, the canvas used by SEUVAS has a unique texture and relief that reveals its artisanal character. To maintain a unique brand identity and continue Japanese craftsmanship, SEUVAS chose to add a unique hand-made porcelain button to all its jackets, crafted by Botao artisans using clay ore from Amakusa, in Kumamoto Prefecture. According to SEUVAS, offering garments in natural Canvas also gives each individual the opportunity to make each piece uniquely their own, much like a painting canvas !

Sustainable development at the heart of SEUVAS's approach

Sensitive to ecological topics and sustainable development, SEUVAS places great importance on addressing these issues. Throughout the production process, emphasis is placed on reducing waste and using natural methods, preserving the integrity of the clothing and raw materials. The choice is directed towards recycled materials such as cotton and wool, while production is limited to small quantities to avoid any surplus and to limit the use of plastics. Moreover, the Japanese label seeks to reduce reliance on new materials in its manufacturing process. Other manufacturers working with SEUVAS share this vision and adopt sustainable practices. For example, raw canvas is treated without water, and dyers use natural dyeing methods based on local ingredients like matcha tea, coffee, or charcoal. Finally, thanks to the quality of the Canvas used, SEUVAS pieces are designed to be strong and durable.

Natural Dyes by SEUVAS

SEUVAS manufactures jackets, shirts, and pants in natural Canvas for its permanent collection and launches a new seasonal capsule featuring organic dyes such as matcha tea, coffee, or charcoal.

Matcha Dyeing (SS24)

After offering its pieces in "Natural" Canvas (untreated and undyed), SEUVAS has now introduced them in a lovely Matcha shade. To achieve this, the Japanese label uses vegetable pigments to obtain a soft and subtle dye. After six months of trials, the brand has perfected its matcha dyes by combining ancient Japanese techniques with modern technology. The goal is to use a low percentage of chemical dyes to prevent fading and enhance the durability of the fabrics while minimizing environmental impact. Made in Kojima, the dyeing process uses matcha leaves to create unique textures and various colors such as gray and beige through the tannins in the matcha. Each piece, hand-dyed, incorporates traditional craftsmanship.

Matcha dyeing seuvas

The permanent SEUVAS pieces

Even though SEUVAS is also known for its plaid workshirts made from thick, textured flannel, for this first collaboration, we wanted to offer you four pieces that perfectly illustrate the philosophy of SEUVAS, including two jackets, an overshirt, and a pair of pants. All these items have one thing in common: they are crafted from untreated, undyed canvas sourced from Kojima. Below, you will find the four pieces included in our selection: