H & M teams up with Eytys
H & M has teamed up with Swedish streetwear brand Eytys for a spring 2019 collection.
The capsule collection consists of boxy t-shirts in black, white, yellow and green (made of coarse cotton twill), hoodies, boxy faux patent leather jackets and postman trousers (made of raw, stiff denim). More importantly, there are reinterpretations of the label’s famous sneakers: the heavy-duty boot-trainer hybrid and plimsolls in black, orange or white. Overall the collection embodies the core aesthetic of Eytys: Minimalist, unisex, ageless and inspired by traditional workwear.
‘With this collaboration, we hope to introduce the H&M customer to our design philosophy of robust and fuss-free design where function triumphs embellishment and styles spans genders,’ said Max Schiller, Creative Director at Eytys. ‘The collection is all about proportions – creating a distinct unisex silhouette by playing around with loose silhouettes and chunky architectural footwear. It’s the Eytys idea of a ‘generic’ look, one that is meant to elevate integrity, attitude and confidence.’
The Eytys x H&M collection will be available in select stores worldwide and online from January 24, 2019.
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