H&M teams up with cult brand Eytys on a genderless collection, and we want to wear it all

Posted by: Billie Bhatia
Published: 2 years ago

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The high street brand is treating us to another designer collaboration, this time with fellow Swedish brand, Eytys

This November, the high street hero treated us to a collaboration with Moschino : gilded gold chains garnered sweatshirts and bomber jackets, with Jeremy Scott’s signature styles brought to the masses. And, as if we weren’t spoilt enough, H&M are now treating us to another designer collaboration, this time with fellow Swedish designer, Eytys for what will inevitably be the peak Scandi-cool.

The gender-neutral collection will include jackets, t-shirts, sweatshirt, trousers and footwear (including a take on the Eytys iconic chunky soled trainers, which now garners cult status). And, overall, the range has an overcool laid-back, boxy aesthetic.

“With this collaboration, we hope to introduce the H&M customer to our design philosophy of robust and fuss-free design where function triumphs embellishment and styles spans genders. The collection is all about proportions - creating a distinct unisex silhouette by playing around with loose silhouettes and chunky architectural footwear. It’s the Eytys idea of a ‘generic’ look, one that is meant to elevate integrity, attitude and confidence. ” says Max Schiller, Creative Director at Eytys.