Is America ready for the first unisex collection collaboration available in a mainstream store?

By Yvette E
The Eytys x H&M line will feature genderless shoes, clothing and accessories for adults and a selection for kids, designed in collaboration with the H&M in-house team.

The Swedish unisex clothing line is known for its footwear (starting at 180) more than its clothes that feature t-shirt and jean ethos. The brand’s website seems void of human images as well.

Ad campaigns seem to focus on the brands baggy roomy jeans and we are sure that will be part of the H&M collaboration that hits stores January 24.


In 2014, Jonathan Hirschfeld and Max Schiller managed to turn their fledgling Swedish sneaker brand, Eytys (pronounced ’80s’ and spelled with Ys in reference to Generation Y) to a cult following revenue of $2 million in just one year. A big surprise since they only produced 1 product, chunky soled sneakers called “mother”.

There is no story on when the brand began making clothes but at just 6 years old, it could not been very long.

If you do buy anything from this collection, run to the sneakers which start at $380 normally.

There is no information on the price points but here is the only image we have of possible looks

Happy Friyay!!


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