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H&M tap cult Stockholm brand Eytys for surprise collaboration

H&M are bringing you Eytys’ cult unisex jeans and chunky platform trainers at a price point your wallet won’t be mad at.

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This story is presented in partnership with H&M.

In 2013, former Acne Studios designer Max Schiller teamed up with his childhood friend Jonathan Hirschfeld to create their perfect sneaker. Initially, their label Eytys (pronounced 80s) sold just that and nothing more: a unisex sneaker silhouette they called the ‘Mother’.

Within a year, buoyed by the success of ‘Mother’, Schiller and Hirschfeld’s label was stocked by hundreds of tastemaking retailers around the world. As they expanded into apparel with genderless denim pieces, Eytys cemented itself as a cult success with the international fashion set.

This year, H&M tapped the Stockholm label for a collaborative capsule. Accessible and genderless, the H&M collection offers Eytys staples like jeans, chunky platform trainers, faux patent leather jackets, plus everyday hoodies and tees. Fittingly, an updated take on the ‘Mother’ shoe is also part of the collection.

We got an early preview of the collection, photographing it on two of our favourite street-style rising stars, Yasmin Suteja and Kwabee. Preview the standout pieces from the capsule in the gallery above.

The Eytys X H&M Launching 24th of January, exclusively at H&M Pitt Street and H&M Melbourne GPO.

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