Eytys Men

Launched in 2013 by Jonathan Hirschfeld and Max Schiller, Eytys is the Swedish brand of sneakers and streetwear to discover urgently. Pronounced 'Eighties' in memory of the shared childhood of the two creators, and spelled with 'Y's in reference to Generation Y, the brand draws its inspirations from the digital age and urban culture. And the duo is not new to this. Indeed, during their studies at Stockholm's Östra Real in 2003, Max Schiller had imagined sweatshirts and sweatpants with the school's logo that Jonathan Hirschfeld was marketing! The beginnings of a future successful collaboration... It all starts with the desire to create the perfect sneaker, the pair to wear with everything for years. It is from this idea that Mother, the flagship model of the label, is born. Unisex and minimalist, this low shoe is mainly distinguished by its thick sole, made of rubber and cork with air holes to better distribute weight and ensure unbeatable comfort. Drawing on the codes of the wardrobe from the 1980s and 1990s, Eytys collections are characterized by a retro cool and relaxed aesthetic, with neutral shades that are easy to adopt. Embedded in a movement of multidisciplinary creativity, Eytys creates functional quality pieces with rich and soft materials and voluminous proportions offering a confident stride to the wearer. Its androgynous look with Scandinavian accents has made the label famous, as have its numerous collaborations with artists such as Michael Madsen or the group Sad Boys, as well as with the essential Swedish brand H&M.