eytys

Founded in Stockholm in 2013 by childhood friends Max Schiller and Jonathan Hirschfeld, Eytys (pronounced "eighties") began with a singular focus on creating the perfect unisex platform sneaker. The brand quickly cultivated a cult following for its signature 'Mother' canvas shoe, which featured a distinctive chunky, vulcanized rubber sole and a minimalist upper. Drawing inspiration from 90s street and skate culture, as well as the multidisciplinary creativity of Generation Y, Eytys established a unique design language defined by bold, unapologetic proportions and a collision of subcultural references. The brand's success with footwear, including the popular 'Angel' and 'Odessa' styles, led to an expansion into ready-to-wear in 2017 with a line of baggy, vintage-inspired jeans and, by 2019, full seasonal collections. Its collections consistently feature gender-fluid designs. The brand garnered significant cultural cachet through associations with music artists like Yung Lean and Ecco2K, and a notable collaboration with H&M in 2019 introduced its distinct style to a broader global audience. After filing for bankruptcy in early 2025, the brand was acquired by investment company Uchu AB in June 2025 and is expected to continue operations.