Eytys

Eytys, stylized as EYTYS and commonly pronounced “eighties,” is a Stockholm-based fashion brand established in 2013 by Max Schiller and Jonathan Hirschfeld. It began as a unisex sneaker and footwear label, developing a recognizable visual language around substantial proportions, minimalist construction, and a genderless approach to design. The brand’s early identity was closely associated with chunky sneakers and platform-like soles, which gave its products a distinctive silhouette within the contemporary footwear market. The company broadened its scope beyond shoes during the second half of the 2010s. In 2017, it introduced a jeans line, extending its genderless proposition into apparel. From 2019 onward, Eytys released complete seasonal ready-to-wear collections rather than operating solely as a footwear specialist. This expansion positioned the label as a broader fashion brand while retaining footwear as a central part of its offer. Eytys has used collaborations to connect its design language with music, art, fashion retail, and publishing. In 2016, it worked with Swedish rapper Yung Lean and the Sad Boys collective on a limited-edition sneaker. In 2019, the brand partnered with H&M on a collection combining sneakers and ready-to-wear. It also released a 2019 capsule with Japanese designer Michiko Koshino, drawing on references to 1990s rave culture. In 2020 and 2021, Eytys collaborated with editor and creative director Luis Venegas through his publication EY! Magateen, featuring local models and personalities from Israel and Australia. The brand’s creative network has also included Ecco2k, the British-Swedish singer and model, who worked at Eytys as a designer and in-house photo editor during the early part of his music career. These connections reflect Eytys’s position at the intersection of footwear, youth culture, music, imagery, and contemporary fashion. Eytys is privately held and headquartered in Stockholm. Its public identity remains centered on unisex and genderless design, fashion-oriented footwear, denim, and seasonal clothing. The available reference material does not establish a detailed ownership structure, current executive roster, financial performance, store footprint, or specific sustainability certifications. Accordingly, those areas remain unspecified in this dossier.

Eytys was launched in Stockholm in 2013 by Max Schiller and Jonathan Hirschfeld as a unisex sneaker and footwear label. Its name is stylized as EYTYS and is pronounced “eighties.” From the outset, the company differentiated itself through a genderless product direction and a strong emphasis on the shape and visual impact of footwear. Chunky, elevated sneaker designs became the clearest expression of the brand, helping establish a recognizable identity within contemporary fashion. The label’s early development was supported by links to music and youth culture. In 2016, Eytys released a limited-edition sneaker with Swedish rapper Yung Lean and the Sad Boys collective. The project connected the brand with a subcultural audience and demonstrated its willingness to treat footwear as part of a broader cultural and image-making practice rather than only as a functional product category. In 2017, Eytys expanded into jeans. This move extended its genderless approach into apparel and laid the groundwork for a more comprehensive fashion proposition. The company subsequently moved beyond its original sneaker specialization: beginning in 2019, it released complete seasonal ready-to-wear collections. The transition made Eytys a broader fashion label while preserving footwear as an important commercial and symbolic anchor. The year 2019 was particularly significant for collaborations. Eytys partnered with H&M on a collection that included both sneakers and ready-to-wear. It also worked with Japanese fashion designer Michiko Koshino on a capsule informed by 1990s rave culture. These projects placed Eytys in dialogue with both mass-market fashion distribution and a designer whose work carried strong club and subcultural associations. Eytys’s creative activity also extended into editorial and visual culture. It collaborated with editor and creative director Luis Venegas on the 2020 and 2021 publications of EY! Magateen. Those projects featured local models and personalities from Israel and Australia. In addition, Ecco2k, a British-Swedish singer and model, worked at Eytys as a designer and in-house photo editor during the early period of his music career. The available reference material describes Eytys as an active Stockholm fashion brand with an international orientation, but does not provide reliable public detail on its corporate ownership, physical retail network, revenue, employee count, current management structure, or manufacturing arrangements. The brand’s documented evolution is therefore best understood as a progression from a focused unisex sneaker label into a genderless fashion house spanning footwear, denim, and seasonal ready-to-wear.

• 2021

  Second EY! Magateen collaboration

  [1]Eytysen.wikipedia.org

  The brand continues its collaboration with Luis Venegas for the 2021 publication.

• 2020

  EY! Magateen collaboration

  [1]Eytysen.wikipedia.org

  Eytys collaborates with Luis Venegas on the 2020 edition of EY! Magateen.

• 2019

  Expansion into seasonal ready-to-wear

  [1]Eytysen.wikipedia.org

  Eytys begins releasing full seasonal ready-to-wear collections.

• 2019

  H&M collaboration

  [1]Eytysen.wikipedia.org

  Eytys and H&M issue a joint collection spanning sneakers and ready-to-wear.

• 2019

  Michiko Koshino capsule

  [1]Eytysen.wikipedia.org

  Eytys releases a capsule with Michiko Koshino inspired by 1990s rave culture.

• 2017

  Entry into jeans

  [1]Eytysen.wikipedia.org

  The brand introduces a genderless jeans line, expanding beyond footwear.

• 2016

  Yung Lean and Sad Boys sneaker collaboration

  [1]Eytysen.wikipedia.org

  Eytys releases a limited-run sneaker created with Swedish rapper Yung Lean and the Sad Boys collective.

• 2013

  Eytys is founded in Stockholm

  [1]Eytysen.wikipedia.org

  Max Schiller and Jonathan Hirschfeld launch Eytys as a unisex sneaker and footwear brand.

Contemporary, genderless fashion footwear and apparel from Stockholm, combining minimalist styling with substantial sneaker proportions and references to youth, music, and subcultural fashion.

• Footwear · 2013

  Chunky sneakers

  Chunky sneakers are the product category most closely associated with Eytys. The brand’s footwear identity is built around substantial proportions, elevated or platform-like soles, and a pared-back contemporary treatment. These designs established the visual vocabulary that supported the label’s later expansion into apparel.

• Sneakers

  Eytys Mother

  Mother is one of the sneaker lines associated with Eytys’s flagship footwear offer. It represents the brand’s emphasis on bold, substantial sneaker silhouettes and genderless styling. Detailed model specifications and launch information are not established in the supplied reference material.

• Sneakers

  Eytys Angel

  Angel is a recognized Eytys sneaker offering within the brand’s chunky and fashion-oriented footwear portfolio. It reflects the label’s preference for distinctive proportions and unisex presentation. The supplied sources do not provide a verified original launch year or complete technical specification.

• Apparel · 2017

  Jeans

  Eytys introduced jeans in 2017 as its first documented expansion into a major apparel category. The line extended the brand’s genderless design direction beyond footwear and helped establish the basis for its later ready-to-wear collections.

• Apparel · 2019

  Seasonal ready-to-wear

  Beginning in 2019, Eytys released full seasonal ready-to-wear collections. This product area broadened the company from a sneaker-led label into a more complete fashion brand, while maintaining a genderless approach. Specific collection names and category breakdowns are not supplied.

• Footwear and accessories

  Boots, sandals, and accessories

  Eytys is associated with a wider footwear and accessories assortment in addition to sneakers, including boots, sandals, and accessories. The available sources do not document individual product families, launch dates, or current assortment depth for these categories.

• 2021EY! Magateen collaboration continuation

  Israel · Australia

  Eytys continued its work with Luis Venegas for the 2021 EY! Magateen publication.

  Outcome. The collaboration reinforced the relationship between the brand and independent editorial culture; no performance data is available.

  Source
• 2020EY! Magateen collaboration

  Israel · Australia

  Eytys collaborated with editor and creative director Luis Venegas through the 2020 edition of EY! Magateen, featuring local models and personalities.

  Outcome. The project extended Eytys’s brand communication into editorial imagery and local cultural representation.

  Source
• 2019Eytys x H&M

  International

  Eytys and H&M created a joint collection containing sneakers and ready-to-wear garments.

  Outcome. The collaboration broadened the collection’s retail reach; specific performance data is unavailable.

  Source
• 2019Eytys x Michiko Koshino

  International

  The brand worked with Japanese designer Michiko Koshino on a capsule drawing inspiration from 1990s rave culture.

  Outcome. The capsule added a club-culture reference point to Eytys’s collaboration portfolio; commercial results are not reported.

  Source
• 2016Yung Lean and Sad Boys limited sneaker

  International

  Eytys partnered with Swedish rapper Yung Lean and the Sad Boys collective on a limited-run sneaker, linking the brand to music and youth-culture communities.

  Outcome. A limited-edition footwear release; sales and commercial results are not disclosed in the source material.

  Source

• 2019

  Transition into full seasonal fashion collectionsStrategy

  Background

  After establishing a footwear identity and adding jeans, Eytys broadened its offer toward a complete fashion proposition.

  Action taken

  The company began releasing full seasonal ready-to-wear collections.

  Aftermath

  Eytys became a broader genderless fashion brand spanning footwear, denim, and seasonal clothing.

  Source

• 2019

  H&M collaborative collectionProduct launch

  Background

  Eytys used a major retail collaboration to present its footwear and newly expanded apparel direction to a wider audience.

  Action taken

  It released a joint collection with H&M comprising sneakers and ready-to-wear.

  Aftermath

  The collaboration increased the visibility and distribution context of the Eytys design language; financial results are not disclosed.

  Source

• 2017

  Expansion from footwear into jeansStrategy

  Background

  Eytys began as a unisex sneaker and footwear label and sought to extend its genderless design proposition into apparel.

  Action taken

  The brand introduced a jeans line.

  Aftermath

  The move preceded Eytys’s transition into full seasonal ready-to-wear collections.

  Source

1. 1Eytysen.wikipedia.org
2. 2Eytys official websiteeytys.com