I first heard about Eytys about a year ago when my Swedish friend dragged me along an hour long drive to peruse the Eytys x H&M collab. Seeing a collection of unisex chunky shoes and apparel; I could only think one thing – does everyone in Sweden have this good a fashion sense?
The name ‘Eytys’ was picked because the two co-founders, Jonathan Hirschfield and Max Schiller, were born in the 80s and spelled with Y’s because they are of Generation Y (Millennials). Based in Stockholm, Sweden, the brand basically became famous overnight in 2013 with their signature chunky platform shoes; a trend that never really seemed to die after all of these years. They soon went from a shoe company to introducing ready-to-wear collections complete with denim, outerwear, and graphic tees.
Coming from a former Acne Studios director and businessman, Eytys combines quality and comfort with the burgeoning versatility of unisex apparel. Inspired by 90s streetwear, the designs feature straight-forward and functional elements. The natural allure of their pieces makes versatile apparel sexy yet structured.
FW20 Wardrobe Picks:
Explore Eyty’s upcoming Fall/Winter 2020 collection. First drops starting June 2020.
For more things fashion, head over to: https://greatnonsense.com/category/fashion/.