Name: EYTYS Men
Brand: EYTYS

EYTYS

Launched in 2013 by Jonathan Hirschfeld and Max Schiller, Eytys is the Swedish trainer and streetwear brand to watch. Pronounced 'eighties' as a nostalgic nod to the two designers' childhoods and spelt with the letter Y as a reference to Generation Y, the brand draws its inspiration from the digital age and urban culture. Not their first foray into fashion. While studying at Stockholm's Östra Real, in 2003, Max Schiller drew sweatshirts and tracksuit bottoms with the school logo, later sold by Jonathan Hirschfeld. The first signs of a successful future collaboration...
It all started with the aim to create the perfect pair of trainers that could be worn with any outfit, lasting a lifetime. The label's signature model, Mother, was born from this aspiration. Unisex and minimalist, the flat shoes are unique for their thick rubber soles and air holes that enhance weight distribution, while providing undeniable comfort. Working with '80s and '90s trends, Eytys' collections boast a laid-back retro-cool aesthetic, in easy to wear neutral tones. Part of a movement celebrating multidisciplinary creativity, Eytys crafts functional pieces with high-quality materials and voluminous proportions, giving you a bigger bounce in your step. Its androgynous look with a Scandinavian touch has won the label success, along with partnerships with artists such as Michael Madsen, the group Sad Boys and the Swedish powerhouse H&M.