Max Schiller and Jonathan Hirschfeld – childhood friends and founders of Swedish brand Eytys – had their Eureka moment when they created “Mother,” the brand’s most famous shoe with a chunky unisex sneaker inspired by the ones the American navy wore during World War II.
“We admire that Eytys have a look distinctly their own and initially approached them with the idea of creating a shoe collection. But after initial brainstorming, it was decided that a full collection – shoes, clothes and accessories – would enable our customers to really experience the whole brand aesthetic and ethos,” said Ross Lydon, Acting Head of Menswear Design at H&M.
Designed together by the H&M in-house team and Eytys, all the sneakers, shoes and boots in leather, suede and cotton canvas have the distinctive Eytys sole, made even more chunky for this collaboration. The DNA of Eytys is to create no-fuss and classic items inspired by the 80’s and 90’s that are fashion forward with unique proportions and materials. Jackets, tops, trousers and jeans in cotton twill, faux patent leather, nylon and raw denim have boxy silhouettes and don’t distinguish between garments for women or men.
“Unisex design is in our DNA, we do it without thinking. And the reaction is almost always positive. To us, the difference between the male body and the female body has never been an issue. Our clothes have a completely different silhouette anyway,” said Max.
The Eytys x H&M line will be available at H&M Orchard Building, ION Orchard and www.hm.com from 24 January 2019.