Inspired by ’90s streetwear, Eytys was born as a unisex sneaker company in Stockholm back in 2013. Now in it’s sixth season, the brand has been attracting the attention of the Paris fashion set. Having high fashion appeal is a byproduct of the brand’s quality design, but not-at-all what they’ve set out to accomplish; perhaps their most important initiative is to transcend the boundaries of race, gender, age, and nationality and to appeal to mass, but also diverse, groups of people. In other words, everyone needs a sensible sneaker—why not this one?
Another cornerstones of Eytys is that every one of its design elements is functional, and everything is there for a reason.
“It’s more about gritty pavement than polished runway,” the brand nio reads, which is exactly what attracts the aforementioned fashion crowd—we’re always after authenticity wherever we can find it.
Today, the collections consists of an edited and focused range of unisex products that includes the original ‘Mother’ sneaker, the ‘Odyssey’ high top style, and ‘Void,’ a line of technical, water-resistant bags. We took a few pairs of the sneakers with us to Cannes and slipped them on a few top models and had a chance to catch up with Eytys’ founder and creative director Max Schiller.
How would you describe your current brand aesthetic, and has it changed since you first launched?
“The focus at Eytys has always been to create straight-forward, functional, and unisex design born out of a personal need. It’s more about playing with proportions and materials and less about decoration. The philosophy has been with us from the beginning and still is as the collections grow.”
Your bio mentions that you’re a product of generation-Y. How does this play into what you do?
“As Generation-Y’ers, we were the first generation to grow up with Internet and MTV—with access to an unlimited flow of information and inspiration. We believe that this privilege has created a multidisciplinary and sharing generation, which we want Eytys to reflect. We’re honest with our inspirations and care about doing projects with people who inspire us. We don’t care about people’s backgrounds or connections; it’s the quality of the work that matters.”
Explain the inspiration behind this season’s fusion of ultra-marathon footwear with ’70s jogging sneakers?
“The latest technology of ultra-marathon footwear has a maximalist and futuristic silhouette that that we’ve found very interesting. They tend to have bold proportions and are full of attitude and ridiculously comfortable. We wanted to combine these elements with attributes from our favourite jogging shoes from the ’70s. The result is a futuristic sneaker with an air of nostalgia.”
Explain the new technology you’ve put to use in the new collection:
“We have developed an elevated sole that is created of several layers of lightweight Phylon material and sturdy rubber. The soles are developed with focus on weight distribution, arch support, shock absorption and grip.”
What are your goals for the brand’s future?
“To continue developing the products we want, work with exciting people, to break boundaries and most important: to have fun while doing it.”
Visit Etys at its new Stockholm location located at Norrlandsgatan 22 or online at Eytys.com.END
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createdAt:Wed, 03 May 2017 19:18:32 +0000