Eytys
Eytys is a Stockholm fashion brand founded in 2013 by Max Schiller and Jonathan Hirschfeld. It began as a unisex sneaker label and has expanded into jeans and ready-to-wear.
| Founded | 2013 |
|---|---|
| Founders | Max Schiller and Jonathan Hirschfeld |
| Headquarters | Stockholm, Sweden |
| Jeans added | 2017 |
| Ready-to-wear | Since 2019 |
| Website | eytys.com |
What is Eytys?
Eytys is a Swedish unisex fashion brand headquartered in Stockholm. It was founded in 2013 by Max Schiller and Jonathan Hirschfeld.
History
The brand started as a unisex sneaker and footwear label. It added jeans in 2017 and has released full seasonal ready-to-wear collections since 2019, moving from a footwear specialist to a wider fashion label. The brand presents its collections as genderless, so the same pieces are designed to be worn by anyone rather than split into separate lines for women and men.
Products and positioning
Eytys positions itself as a genderless brand, with womenswear, menswear and footwear presented as one unisex offer. Its sneaker range has been sold through multi-brand retailers, among them HBX.
Collaborations are part of its profile. Partners have included H&M, Michiko Koshino and the rapper Yung Lean.
Why it matters
Eytys is an example of a Scandinavian label that grew from a single product category into a full collection while keeping a unisex proposition from the start.
Frequently asked questions
Where is Eytys from?
Eytys is from Stockholm, Sweden, where it was founded in 2013.
Who founded Eytys?
Eytys was founded by Max Schiller and Jonathan Hirschfeld.