- H&M is launching a gender neutral collection with Eytys.
- The range will drop in the new year.
- The brand is "typically not for everyone," the founders said.
- The shoes in the collection are what really stand out.
Top editors give you the stories you want — delivered right to your inbox each weekday.
Thanks for signing up!
Access your favorite topics in a personalized feed while you're on the go.
H&M has announced it will launch a gender neutral collection in collaboration with fellow Swedish label Eytys.
Eytys, a brand founded by two childhood friends, Max Schiller and Jonathan Hirschfeld, has become well-known for its Scandi-cool aesthetic that places unisex design at the heart of its DNA.
And, while its founders admit their brand has "typically not been for everyone" and "never aimed to be a crowd pleaser", it is now joining forces with one of the biggest names on the British high street.
Entirely unisex, the collection has a traditional workwear feel, consisting of everything from boxy leather jackets and heavy cotton sweaters to graphic tees and raw denim jeans.
However, it is the shoes in the collection which really stand out.
Featuring a new take on Eytys's signature chunky-soled shoes, the collection includes a range of sturdy boots, trainers and plimsolls as well as a new version of the brand's iconic Mother style.
Each pair of the shoes comes in a custom designed box patterned with artwork by Stockholm-based painter Zoe Barcza.
Read more: Zara put female and male models in the exact same clothes — and they look amazing on everyone
"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," Schiller — who is also creative director at Eytys — says of teaming up with the high-street giant.
"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."
Speaking about why Eytys is such a great fit for H&M, Ross Lydon, acting head of menswear design says: "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.
"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."
The collection lands in store and online from 24 January 2018 and ranges in price from £14.99 ($19) to £149 ($188.50).
