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Brand: H&M x Eytys
Model: The footwear component of the collection includes the Trekk Shoe, Trekk Boot, Sneaker in Suede, Sneaker in Canvas, Runner, and Pool Slider. As far as apparel, the all-Swedish collaboration includes a range of graphic T-shirts, outerwear, pants, and accessories that you can check out in the gallery above.
Key Features: The forthcoming H&M & Eytys line will feature genderless shoes, clothing and accessories for adults, as well as a selection for kids, fully designed in collaboration with the H&M in-house team.
Release Date: January 24, 2019
Price: Ranging from $24.99 for T-shirts up to $199 for the boots
Editor’s Notes: Speaking on both brand’s shared Swedish heritage, H&M Designers Ross Lydon (H&M’s Acting Head of Menswear) and Ann-Sofie Johansson (H&M Creative Advisor) noted “It wasn’t a deciding factor but more about feeling and leveraging our shared history and culture. We both share a pared-back design aesthetic and a no-fuss approach. Ultimately, the shoes and clothes created by Eytys have a versatility and a ubiquity that befits their wardrobe staple status, and their emphasis on detail, quality and price also aligns with what H&M values. It was a very natural and easy-going collaboration – the mutual respect for each other was apparent from the start.”
Creative Director and Co-Founder of Eytys, Max Schiller, told us “[The collaboration] initially started as a discussion between myself and H&M’s Head of Design, designer to designer. The idea was design-led from the beginning, with an open brief that presented an opportunity of creating something interesting. The fact that the scale would be unlike anything else we have worked on before was also appealing. Collaborations have always been a part of our process and we are drawn to projects that feel authentic and passionate. We like the unexpected when choosing a partner.”
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