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H&M and the cult brand Eytys partner for a 2019 collection

fashion & stylenews

28 January 2019
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H & M joins forces with the Swedish brand Eytys, based in Stockholm. The ready-to-wear brand is known for its thick-soled shoes, unisex approach and perfectly designed pieces. The Eytys x H & M collection, made in collaboration with the H & M team, offers unisex shoes, clothing and accessories for adults as well as a selection for children. The collection will be available in a selection of stores around the world and online from January 24, 2019.

 

Eytys' design is anchored in the digital age and free from all notions of gender or age. Together, the brands extracted Eytys' DNA and imagined a unisex collection of simple, pointed shoes and clothing. The collection features sneakers, shoes and boots made of leather, suede and cotton canvas. It also includes jackets, tops, pants and jeans in materials such as cotton twill, patent leatherette, nylon and raw denim. Created by the team of H & M and Eytys, all shoes have the Eytys signature sole, while the clothes have straight cuts and make no distinction of kind.

Snake print, patent leatherette and soft suede are combined with stiffer cotton. The color palette consists of bottle green, bright yellow, beige, khaki, dark indigo, black and white. All pieces can be coordinated according to the mood - so that everyone expresses their own style. Each pair of shoes comes with a custom box featuring a unique design by artist Zoe Barcza.

 

"With this collaboration, we illustrate our philosophy, a sober and functional design and want to highlight a style that goes beyond the boundaries of the genre. Everything is in proportion - for a distinct unisex look made up of loose silhouettes and imposing architectural shoes. It's Eytys' desire to create a "generic" look that exemplifies integrity, looks and self-confidence. "

Max Schiller, Artistic Director at Eytys

"We like the unique look of Eytys. Initially, we approached them for a shoe collection. But after our first brainstorming, we decided to embark on a complete collection - shoes, clothing and accessories - to offer our customers the aesthetics and ethics of the brand. With this collaboration, we want to offer our customers a total look of carefully thought out and non-gendered shoes and pieces. "

Ross Lydon, Head of Men's Collections at H & M

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