Fashion

Eytys Opens Its First Store in London

The Swedish label goes international.

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2,411 Hypes

Eytys Opens Its First Store in London

The Swedish label goes international.

Stockholm-based label Eytys has just opened its first store in London. Following its first retail post in Stockholm in 2016, the new 1000-square-foot Soho space is designed and influenced by Swedish brutalism from the 1960s, as well as postmodernism from the ’70s and ’80s. “Like that perfect mixtape, the design of Eytys London store was about clashing our favorite periods of architectural design. As we all know, the party playing both Talking Heads and Sean Paul is the best one,” said creative director Max Schiller about the new location.

Designed with a monochrome color palette and Scandinavian minimalism, the space also features pieces from the brand’s founders Max Schiller and Jonathan Hirschfeld’s personal art collections. The new store will feature the full Eytys collections of unisex footwear, such as the popular Angel sneaker, as well as jeans and ready-to-wear. Get a look at the space opening on September 6 in the gallery above, and peep the label’s latest collection while you’re at it.

Eytys
75 Brewer St.
Soho, London

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