H&M launches gender neutral clothing collection with cult brand Eytys

The range is available in store and online from 24 January 2019

(H&M x Eytys)

H&M is launching a gender neutral collection in collaboration with fellow Swedish label Eytys.

A brand founded by two childhood friends, Max Schiller and Jonathan Hirschfeld, Eytys 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.

“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," says Schiller, who is also creative director at Eytys.

“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 2019 with prices ranging from £14.99 to £149. You can shop the pieces here.