# Eytys

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**Eytys** (stylized as **EYTYS**, and pronounced as "eighties") is a fashion brand based in [Stockholm](/source/Stockholm), [Sweden](/source/Sweden). It was launched in 2013 by Max Schiller and Jonathan Hirschfeld as a unisex [sneaker](/source/Sneakers) and footwear label.[1][2] The brand later expanded its genderless direction with a line of [jeans](/source/Jeans) in 2017,[3] and has since 2019 released full seasonal [ready-to-wear](/source/Ready-to-wear) collections.[4]

## Collaborations

In 2016, Eytys released a limited-run sneaker together with Swedish rapper [Yung Lean](/source/Yung_Lean) and artist collective [Sad Boys](/source/Sad_Boys).[5]

Following its expansion into clothing, the brand released a joint collection with [H&M](/source/H%26M) in 2019 that offered both sneakers and ready-to-wear.[6]

A capsule collection made with Japanese fashion designer [Michiko Koshino](/source/Michiko_Koshino) was also released in 2019, featuring items inspired by 1990s [rave](/source/Rave) culture.[7]

The brand has also collaborated with editor and creative director [Luis Venegas](/source/Luis_Venegas_(publisher)) on his magazine *EY! Magateen* for its 2020 and 2021 publications, featuring local models and personalities from [Israel](/source/Israel) and [Australia](/source/Australia).[8]

During the early parts of his music career, British-Swedish singer and model [Ecco2k](/source/Ecco2k) also worked as a designer and in-house photo editor at the brand.[9]

## References

1. ["EYTYS - Official Online Shop"](https://eytys.com/). *Eytys*. Retrieved 2022-05-29.

1. ["Eytys Is The Cult New Trainer Brand From Acne Designer"](https://www.marieclaire.co.uk/news/fashion-news/move-over-stan-smiths-eytys-is-the-cult-new-trainer-brand-from-acne-designer-19820). *[Marie Claire](/source/Marie_Claire)*. 2016-02-05. Retrieved 2022-07-03.

1. Ahmen, Osman (2017-11-14). ["Eytys, Cult Footwear Label, Launches Ready-To-Wear"](https://www.businessoffashion.com/articles/news-analysis/eytys-cult-footwear-label-launches-ready-to-wear/). *The Business of Fashion*. Retrieved 2022-05-29.

1. ["Eytys to Drop First Ever Ready-To-Wear Collection"](https://www.highsnobiety.com/p/eytys-rtw-fw19-collection/). *[Highsnobiety](/source/Highsnobiety)*. 2019-01-23. Retrieved 2022-05-29.

1. Montes, Patrick (2016-11-17). ["Eytys Collaborates With Yung Lean & Sad Boys for New "Spider""](https://hypebeast.com/2016/11/sad-boys-yung-lean-eytys-spider). *[Hypebeast](/source/Hypebeast_(company))*. Retrieved 2022-05-29.

1. Murray, Georgia (2019-01-23). ["H&M's New Collab Might Be Its Coolest Yet"](https://www.refinery29.com/en-gb/hm-eytys-collaboration). *[Refinery29](/source/Refinery29)*. Retrieved 2022-05-29.

1. Brain, Eric (2019-09-17). ["Michiko Koshino & Eytys Get Rave-Ready With Inflatable Jackets, Zipped Trousers & '90s Prints"](https://hypebeast.com/2019/9/michiko-koshino-eytys-fall-winter-2019-capsule-collection-lookbook). *[Hypebeast](/source/Hypebeast_(company))*. Retrieved 2022-05-29.

1. Borrelli-Persson, Laird (2021-05-27). ["Eytys Goes Down Under with Ey! Magazine"](https://www.vogue.com/article/eytys-teams-up-with-luis-venegas-for-ey-magazine-the-aussie-issue). *[Vogue](/source/Vogue_(magazine))*. Retrieved 2022-05-29.

1. Borrelli-Persson, Laird (2016-09-02). ["Is There Anything He Can't Do? Meet Stockholm's Stylish Multi-Hyphenate Zak Arogundade"](https://www.vogue.com/article/musicians-zak-arogundade). *[Vogue](/source/Vogue_(magazine))*. Retrieved 2022-05-29.

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Adapted from the Wikipedia article [Eytys](https://en.wikipedia.org/wiki/Eytys) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Eytys?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.