17 January 2019
fig.: The chino and jeans in wide comfortable style are designed to fit the bodies of women as well as men. It's practical to change clothes with the partner and save storage in the wardrobe. The same with the collar shirt with snakeskin print or the t-shirts like the white with blue 'Bubbles'N Bumpers' print (advert for a car wash with humour-spiced small letter text; at the image left) or the black sweater with white 'Utopia Airlines' print. Even the large range of shoes are unisex and come as - like on view at the image, the basic white sneakers and black lace boots - with striking soles. The founders of the Stockholm-based brand 'Eytys', Max Schiller and Jonathan Hirschfeld were born in the 80s and grew up together in the 90s. The brand name 'Eytys' references the 80ies and Generation Y. (Find an article about the brand on BOF). The idea behind Eytys fashion is to provide freedom from limitations such as age or gender. |
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From next week 24 January, the practical genderless streetwear pieces of trousers, shirts, jackets, sneakers and accessories of the 'Eytys X H&M' collection will be available worldwide at selected stores (in Vienna at the H&M store at Mariahilfer Strasse 78-80) and online at hm.com.