This is the collaboration unisex clothing enthusiasts have been waiting for – as recently announced, H&M and the iconic Eytys brand have joined forces to come out with a unique collection of genderless fashion.
Looking back at H&M’s previous collabs, the panache of working with couture designers and creating a more affordable range is here replaced with a passion for fuss-free, staple clothing that the brands have in common. As the story of Eytys began with the cult, thick-soled sneakers, this homage collection reflects that by introducing chunky footwear and unisex designs to the high street.
Despite their ultra-minimal approach, or perhaps because of it, the Stockholm-based Eytys is recognized as a fashion-forward leader for exploring androgynous silhouettes and modern workwear-inspired designs. Those qualities, as well as the unmistakable 90’s vibes of baggy jeans and underground grunge aesthetic, shine through in the limited H&M collection.
For Eytys, collaborating with a multinational fashion giant like H&M, means their ethos can reach a whole new clientele. As one of the founders, Max Schiller, said: “Eytys has typically not been for everyone and we have never aimed to be a crowd pleaser, but it feels great to work together with H&M to let more people discover our brand and what we stand for.”
Although footwear is going to play the first fiddle in H&M x Eytys, featuring a version of the signature Mother sneakers and many more, the capsule collection will also include clothing and accessories – everything from a black vinyl bomber jacket to a choker chain necklace. An item we’re particularly lusting over is a snake print backpack hybrid, which brings sports lux to a whole new level.
The collection is landing online and in selected stores on January 24th, 2019 so keep your eyes peeled! In the true H&M fashion, a children’s selection will also be available. You can have a sneak peek of some of the items here.
Want to know more about Eytys? Read all about their recent skincare collaboration with Björk & Berries >>>
Images courtesy of H&M
Tags: collaboration, eytys, h&m, Scandinavian fashion, unisex
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