H&M has become known for its shrewd collaborations, bringing us Erdem, Balmain and William Morris designs at have-a-go price points. Today marks the unveiling of its latest partnership with unisex Swedish brand Eytys, on a range of shoes, clothing and accessories, available online and in store now. Known for its low-key, minimal style and focus on cut and quality, the high-end label has garnered a cult following online and helped to raise the profile of designing clothes aimed to suit everyone.
“We admire that Eytys have a look distinctly their own and initially approached them with the idea of creating a shoe collection. But after initial brainstorming, it was decided that a full collection – shoes, clothes and accessories – would enable our customers to really experience the whole brand aesthetic and ethos,” said Ross Lydon, acting head of menswear design at H&M. “With this collaboration we want to offer our customers a total look that is all about chunky statement shoes and mindful proportions that are genderless.”
Available are boxy patent-leather jackets, loose twill trousers, slogan T-shirts, snakeskin shirts and raw-denim jeans, with prices starting at £2.99 and going up to £149
The collection features H&M’s take on the distinctive Eytys chunky-soled shoes, with a range of plimsolls, sandals and trainers. Also available are boxy patent-leather jackets, loose twill trousers, slogan T-shirts, snakeskin shirts and raw-denim jeans, with prices starting at £2.99 and going up to £149. Given Eytys’ cotton T-shirts usually retail in the region of £90 and its trainers hit the £230 mark, this is great news for those wanting to dip into the brand without the designer price tag. “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 style spans genders,” said Eytys’ creative director, Max Schiller, in a statement.
Let’s hope this is just the start of high-profile brands championing gender-neutral choices.
WHAT TO BUY
THE LEATHER JACKET