Picture credits: Vogue
Swede On Swede Makes All Things Gravy
After the wildly successful collaborative throwback with Moschino, H&M is set to open the New Year with a collaboration quite close to its home base, Eytys, but before we begin, let’s take a look into who H&M has gotten in bed with.
Eyty’s is the brianchild of two friends, Max Schiller and Jonathan Hirschfield, whom on a trip to Japan together, dreamt about making a unisex chunky shoe inspired by what the American Navy wore during World War 2. Unisex here is an important point, as all of the Eytys line can be worn by either gender that results in fashion subculture that can only be best described as Swedish Punk.
At the heart of the collection are Eytys’ selection of footwear, which includes sneakers, shoes, and boots, as well as apparel items like jackets, tops, trousers and jeans in materials such as cotton twill, faux patent leather, nylon and raw denim. Cuts are made quite boxy so as to not differentiate between menswear and womenwear.
“In this collab we wanted to give the shoes new life. To put them in a context of a concentrated collection with other products. And all those products are designed the same way we always design: by taking traditional workwear garments and giving them new proportions, creating more extreme versions of the original idea,” says Max Schiller.
Ross Lydon, Acting Head of Menswear Design at H&M adds that “He admires that Eytys have a look distinctly their own. “Initially, we approached them with the idea of creating a shoe collection. But after initial brainstorming, it was decided that a full collection – shoes, clothes and accessories – would enable our customers to really experience the whole brand aesthetic and ethos. With this collaboration we want to offer our customers a total look that is all about chunky statement shoes and mindful proportions that are genderless.”
Full on Swedish aesthetics, all in one department store. The H&M X Eytys collection will release at Lot 10 and online on the 24th of January, 2019.
