The Swedish Brand Bringing Simplicity Back to Sneakers

Unisex sneaker brand Eytys was launched in Stockholm, Sweden in 2013, and since then founders Jonathan Hirschfeld and Max Schiller have turned a simple shoe idea into a cult sensation, stocked at some of the world’s most influential stores and boutiques.

Going back to the roots of what makes a great product unique, this label has used its minimal aesthetic as a launching pad to turn the sneaker industry upside down. So what’s the secret behind their success?

Quality

Eytys is all about providing versatile styles that take quality and comfort to another level but at an affordable price. One of the brand’s best selling models, the “Mother” is a perfect reflection of this mindset. While other companies build their rubber soles in layers, Eytys uses rubber molds with air holes in different places to help with weight distribution. Not to mention the tedious work that went into perfecting their thick, more noticeable sole which separates this logo-less shoe from the sea of sneakers out there today.

Longevity

While Eytys designs sneakers without sneakerheads or fashion snobs in mind, its rich colors and clean silhouettes have undoubtedly hooked both crowds. Focusing on longevity instead of hype, the brand’s business model seems to be in tune with the current wave of minimalism and gender bending hitting fashion today. This thinking translates well in their line of simple but sleek sneakers.

History

The conception and spelling of the brand with a Y (pronounced”80s” and in reference to Generation Y) grew out of a desire to contribute to the climate of multi-platform creativity embodied by the post-internet generation. Eytys aims to be the perfect product manifestation of a generation that was born in the boom years of the 80’s, grew up with the street culture of the 90’s, and subsisted on everything being just a click away.

This up-and-coming sneaker label has already got their kicks on the floors of some of the most fashion-forward stores in the world, and we can’t argue with their clean and simple concepts that give shoe lovers a refreshing new outlook.

Eytys elevates sneakers to simplicity.