Eytys (stylized as EYTYS, and pronounced as "eighties") is a fashion brand based in

Stockholm Stockholm (; ) is the Capital city, capital and List of urban areas in Sweden by population, most populous city of Sweden, as well as the List of urban areas in the Nordic countries, largest urban area in the Nordic countries. Approximately ...

Sweden Sweden, formally the Kingdom of Sweden, is a Nordic countries, Nordic country located on the Scandinavian Peninsula in Northern Europe. It borders Norway to the west and north, and Finland to the east. At , Sweden is the largest Nordic count ...

. It was launched in 2013 by Max Schiller and Jonathan Hirschfeld as a unisex

sneaker Sneakers (American English, US) or trainers (British English, UK), also known by a #Names, wide variety of other names, are shoes primarily designed for sports or other forms of physical exercise, but are also widely used for everyday casual ...

and footwear label. The brand later expanded its genderless direction with a line of

jeans Jeans are a type of trousers made from denim or dungaree cloth. Often the term "jeans" refers to a particular style of trousers, called "blue jeans", with the addition of copper pocket rivets added by Jacob W. Davis in 1871 and patented by ...

in 2017, and has since 2019 released full seasonal

ready-to-wear Ready-to-wear (RTW)also called ''prêt-à-porter'', or off-the-rack or off-the-peg in casual useis the term for garments sold in finished condition in standardized sizes, as distinct from made-to-measure or bespoke clothing tailored to a partic ...

collections.

Collaborations

In 2016, Eytys released a limited-run sneaker together with Swedish rapper

Yung Lean Jonatan Aron Leandoer Håstad (born 18 July 1996), known professionally as Yung Lean, is a Swedish rapper. Widely cited as one of the most influential figures in the early cloud rap era, Yung Lean rose to prominence in 2013 with his song " Gins ...

and artist collective

Sad Boys Sadness is an emotional pain associated with, or characterized by, feelings of disadvantage, loss, despair, grief, helplessness, disappointment and sorrow. An individual experiencing sadness may become quiet or lethargic, and withdraw themsel ...

. Following its expansion into clothing, the brand released a joint collection with H&M in 2019 that offered both sneakers and ready-to-wear. A capsule collection made with Japanese fashion designer

Michiko Koshino , born in 1943, is a fashion designer. She has high-end stores in Japan and a restaurant in London. Michiko Koshino was born in Osaka, Japan to Ayako Koshino, her father died fighting during the Second World War. Her two older sisters and als ...

was also released in 2019, featuring items inspired by 1990s

rave A rave (from the verb: '' to rave'') is a dance party at a warehouse, club, or other public or private venue, typically featuring performances by DJs playing electronic dance music. The style is most associated with the early 1990s dance mus ...

culture. The brand has also collaborated with editor and creative director Luis Venegas on his magazine ''EY! Magateen'' for its 2020 and 2021 publications, featuring local models and personalities from

Israel Israel, officially the State of Israel, is a country in West Asia. It Borders of Israel, shares borders with Lebanon to the north, Syria to the north-east, Jordan to the east, Egypt to the south-west, and the Mediterranean Sea to the west. Isr ...

and

Australia Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...

. During the early parts of his music career, British-Swedish singer and model Ecco2K also worked as a designer and in-house photo editor at the brand.

References

{{reflist Swedish fashion Clothing brands of Stockholm Swedish brands