EYTYS – the empowerment of bold, uncompromising designs

Since its foundation, EYTYS has been breaking boundaries with its bold unisex designs and empowering attitude. This spring, the brand presents an enchanting collection of vacation-ready footwear, clothing, and accessories inspired by Italy’s erratic and stunning Amalfi coast.

Founded in 2013, independent fashion brand EYTYS started out with a desire to break boundaries in footwear design, with a unisex philosophy. Today, the Stockholm-based brand embraces the ethos of refining and elevating classics to offer uncompromising design and quality garments.

Fusing bold proportions with traditional craftsmanship, EYTYS offers two yearly collections of footwear, ready-to-wear and accessories. With a presence that quickly went from local to global, the brand confirms its success by an infusion of that intangible something that makes the wearer feel attractive, confident and empowered.

This is also reflected in this year’s summer/spring collection which, in the brand’s own words: “Absorbs the contrasts of the Campania region through preppy striped t-shirts bleached from hours on deck, second skin rope printed tops, and a distressed leather biker, carefully adorned with a signature metal, knotted puller reminiscent of a neverending boat trip.”

From bold sneakers to global fashion

The journey of EYTYS began in 2012 when creative director Max Schiller envisioned “Mother” a plimsoll sneaker with a distinctive 38 mm thick sole. The innovation, which was at the time considered a “chunky sneaker,” swiftly gained popularity, gracing the shelves of esteemed retailers such as Colette, Dover Street Market, and 10 Corso Como.

In 2016, the brand opened its central Stockholm brand store and, by 2017, it expanded its offerings beyond footwear to encompass baggy jeans, eventually debuting a full ready-to-wear collection during Paris Fashion Week.

The brand’s second brand store in SoHo, London, opened in 2018, and today EYTYS is stocked at some of the world’s most renowned fashion stores, including Browns in London and Paris-based Galeries Lafayette, La Samaritaine, and more. Moreover, the brand is continuously expanding with new accounts all over the world.

EYTY’s second brand store opened in SoHo, London, in 2018. Photo: Nicholas Worley

Put on your vacation

More than a clothing brand, EYTYS was born out of a passion for art and photography and regularly collaborates with inspiring artists, stylists, musicians, models, photographers, and art directors.

That spark of creativity is also clearly reflected in the brand’s campaign for this year’s summer/spring collection. Set amidst the backdrop of the historically weathered buildings of the tranquil Mediterranean coastline, the campaign celebrates the Italian philosophy of Dolce Far Niente, the sweetness of doing nothing. The presentation, which was captured by the Italian photographer Paolo Zerbini, exudes sunny coolness and raw holiday vibes.

In the brand’s own words: “The collection pays homage to the allure of transparency, capturing the essence of peek-a-boo seduction. A tantalizing game of hide and seek, the garments in the collection embrace translucent fabrics, rips and tears, revealing glimpses of sunburned skin while leaving behind a trail of curiosity.”

Indeed, the collection sees an alluring mixture of torn denim, breezy resort shirts and shrunken t-shirts with golden Italian-style ‘Extra Virgin’ embroidery, as well as “Siren”, EYTYS’ first leather bag, with rough embossed leather and biker-infused buckles.

In line with the guiding philosophy, the brand’s classic Breeze shirts have also been updated in laser-cut cotton and linen. Indeed, whether you are looking to spend your holiday enjoying the good life of urban leisure, relaxing all day on the beach, or celebrating life with endless club nights, EYTYS will take you there, if not in real life, at least in in mind.

Web: www.eytys.com
Instagram: @eytys
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