Eytys X H&M collaboration coming up !

H&M is announcing the collaboration with Swedish fashion brand Eytys. The cult brand is known for their streamlined yet chunky-soled shoes, unisex approach to design and perfectly designed basics. The Eytys x H&M line will feature genderless shoes, clothing and accessories for men and women, as well as a selection for children, created in collaboration with H&M's in-house team. The collection will be available in select stores worldwide and online from January 24th 2019.
Eytys' design approach and philosophy are rooted in the digital age, but also freedom from restraints based on age or sex. Together, the two Swedish companies extracted Eytys' core DNA and developed a unisex, no-fuss, fashion-forward collection of footwear and clothing. The range includes sneakers, shoes and leather boots, suede and cotton canvas, as well as jackets, tops, pants and jeans in materials such as cotton twill, patent faux leather, nylon and raw denim. All shoes have the distinctive Eytys sole, while boxy-cut clothing can be worn by both men and women.

"With this collaboration, we hope to introduce the H&M customer to our design philosophy of robust and fuss-free design where function triumphs embellishment and styles spans genders. The collection is all about proportions – creating a distinct unisex silhouette by playing around with loose silhouettes and chunky architectural footwear. It’s the Eytys idea of a ‘generic’ look, one that is meant to elevate integrity, attitude and confidence. ”

Max Schiller, Creative Director at Eytys