Having launched its highly successful first genderless jeans collection last year, Swedish label Eytys now returns with its second unisex denim range. For this drop, the brand will be introducing three different styles: the Benz, Boyle and Cypress. With an intention to fill a gap within the existing market, the new silhouettes are unique as a contemporary take on classic American workwear. “The market needed a breath of fresh air. Everywhere we looked there was stretchy tight fits and distressed washes. We wanted to create something modern, something that we would wear,” explains Eytys creative director Max Schiller.
True to its mission, the new pieces are truly unmatched. Reworking the three different styles with various material and fabric combinations, a total of 12 styles will be introduced. Some examples of what to expect are the Cypress Tar, a straight fit jean with a black tar-like coating and the Benz Tartan, a baggy five-pocket pant in a tartan wool flannel, to name a few.
You can browse through the collection in the gallery above, which includes still images from its full campaign consisting of seven short videos. The films were produced in collaboration with London-based magazine, Buffalo Zine. The publication’s editor-in-chief Adrian Gonzalez Cohen explains the creative process, “as a continuation of our first campaign for Eytys, the inspiration is again purely seventies advertising. We love how direct the message used to be and how natural the characters. There’s also a nice aesthetic balance between beauty and rawness, which we are especially attracted to.”
The Eytys Jeans collection is slated to drop on September 4 at eytys.com, Eytys London and Stockholm flagship stores, and at select stockists such as HBX. To see more from Eytys, don’t miss its recently released vintage-inspired sneaker, the Jet Turbo, which can also be spotted in the campaign imagery above.