From clicks to bricks – Eytys opens first store in London

November 6, 2018

Opening in September 2018, the Scandinavian footwear brand Eytys is a new addition to Soho’s ‘street fashion hot spot’ on Brewer Street.

The brand was first launched online by Max Shiller and Jonathan Hirschfeld in 2013 and since then it has gradually grown into bricks and mortar, with the first store opening in Stockholm in 2016.

The Soho store features much more than the thick-soled pumps which populated its first concept and the brand has expanded to include a unisex ready-to-wear collection. Everything in the store, from the product to the décor, to the architecture, is indicative of this freedom. Exposed stitching, boxy cuts and unexpected textiles create a contemporary, luxe version of traditional American workwear, made to be worn every day, everywhere.

The concept is designed and influenced by Swedish brutalism from 1960s as well as postmodernism from the ‘70s and ‘80s and includes pieces from the brand’s founders’ personal art collection offering customers a seamless, creative, omni – channel experience and we’re buying all of it!

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