H&M has launched their latest collaboration with the streetwear brand Eytys, but with one key difference. Instead of conforming to the traditional ‘menswear’ and ‘womenswear’ capsules, this collaboration is disregarding both and opting for a single unisex collection.
January 24th is the date that H&M launched a progressive collaboration with Stockholm based streetwear brand Eytys, who is known for their empowering unisex shoes and street apparel. It’s been pitched as a collection where “fresh, confident silhouettes and statement shoes are key”.
Although shoes are a key focus, the capsule also includes jackets, t-shirts, sweaters, trousers and jeans in heavy cotton twill, faux patent leather, nylon and raw denim.
Eytys is an increasingly popular brand that was founded by best friends Max Schiller and Jonathan Hirschfeld, both of who wanted to create a shoe inspired by the ones the American navy wore during World War II. A reinterpreted version of this famous shoe, named “Mother”, is included in the H&M collection.
”Unisex design is in our DNA, we do it without thinking. And the reaction is almost always positive. To us, the difference between the male body and the female body has never been an issue. Our clothes have a completely different silhouette anyway,” says Max.
Among our top picks from the collection are the wide leg blue denim jeans. These 5-pocket jeans are in unwashed, stretch denim and feature contrasting colour seams. They retail at moderate affordability of £39.99.
The white Uptopia tee is also another of our favourites and is very affordability at £17.99. High-quality cotton-blend material is used for the slightly shorter fit t-shirt with dropped shoulders. The discreet logo on one sleeve is also a complimenting touch.
The Eytys x H&M collection is available worldwide in selected stores and online.