Eytys' New Purple Velvet Collection Is a Love Letter to the '80s
There’s an actual body lotion, too.
Swedish brand Eytys recently forayed into denim but prior to that, the label perhaps most well known for its statement sneakers was already producing apparel, most namely sweatshirts and tees. Now, bringing the spotlight back to its offbeat personality, Eytys has unveiled a new capsule collection inspired by… the ’80s.
Taking cues from nostalgia-inducing vintage T-shirts, the fitness craze and of course, tanning beds, the collection revolves around a fictional company dubbed “Purple Velvet,” and its make-believe bestselling product; Purple Velvet Midnight Special Body Lotion. The unisex capsule comprises of a selection of tees and sweatshirts with the retro Purple Midnight graphics emblazoned throughout, as well as a pair of jeans with a Purple Velvet patch fittingly placed on the rear. Of course, the collection wouldn’t complete without Eytys making its Purple Velvet Midnight Special Body Lotion dream a reality, so the brand has teamed up with fellow Swedes, skincare company Björk & Berries to produce an IRL version of the once imaginary lotion.
Check out the tongue-in-cheek campaign above and head over to they Eytys web store to pick up your favorite pieces – including the lotion. In related news, why not take a peek inside Eytys’ London store?