Eytys

Eytys (stylized as EYTYS, and pronounced as "eighties") is a fashion brand based in Stockholm, Sweden. It was launched in 2013 by Max Schiller and Jonathan Hirschfeld as a unisex sneaker and footwear label.[1][2] The brand later expanded its genderless direction with a line of jeans in 2017,[3] and has since 2019 released full seasonal ready-to-wear collections.[4]

Eytys
TypePrivate company
IndustryFashion
Founded2013
FoundersMax Schiller, creative director
Jonathan Hirschfeld, CEO
Headquarters
Stockholm
,
Sweden
Websitewww.eytys.com

Collaborations

In 2016, Eytys released a limited-run sneaker together with Swedish rapper Yung Lean and artist collective Sad Boys.[5]

Following its expansion into clothing, the brand released a joint collection with H&M in 2019 that offered both sneakers and ready-to-wear.[6]

A capsule collection made with Japanese fashion designer Michiko Koshino was also released in 2019, featuring items inspired by 1990s rave culture.[7]

The brand has also collaborated with editor and creative director Luis Venegas on his magazine EY! Magateen for its 2020 and 2021 publications, featuring local models and personalities from Israel and Australia.[8]

During the early parts of his music career, British-Swedish singer and model Ecco2K also worked as a designer and in-house photo editor at the brand.[9]

References
  1. "EYTYS - Official Online Shop". eytys.com. Retrieved 2022-05-29.
  2. Claire, Marie (2016-02-05). "Eytys Is The Cult New Trainer Brand From Acne Designer". Marie Claire. Retrieved 2022-07-03.
  3. "Eytys, Cult Footwear Label, Launches Ready-To-Wear". The Business of Fashion. Retrieved 2022-05-29.
  4. "Eytys to Drop First Ever Ready-To-Wear Collection". Highsnobiety. 2019-01-23. Retrieved 2022-05-29.
  5. "Eytys Collaborates With Yung Lean & Sad Boys for New "Spider"". HYPEBEAST. 2016-11-17. Retrieved 2022-05-29.
  6. Murray, Georgia. "H&M's New Collab Might Be Its Coolest Yet". www.refinery29.com. Retrieved 2022-05-29.
  7. "Michiko Koshino & Eytys Get Rave-Ready With Inflatable Jackets, Zipped Trousers & '90s Prints". HYPEBEAST. 2019-09-17. Retrieved 2022-05-29.
  8. "Eytys Goes Down Under with Ey! Magazine". Vogue. 2021-05-27. Retrieved 2022-05-29.
  9. "Is There Anything He Can't Do? Meet Stockholm's Stylish Multi-Hyphenate Zak Arogundade". Vogue. 2016-09-02. Retrieved 2022-05-29.
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