We definitely didn’t see this one coming, although perhaps one could also say, in hindsight, that H&M and Eytys’ shared Swedish provenance makes perfect sense for the two to get into bed together. For the uninitiated, the latter first landed on our radar back in 2013, when the then sneaker label’s thick-soled kick was the stuff of Lookbook.nu outfits and Tumblr reblogs. Fast forward half a decade and Eytys has since expanded to garments too; at the same time drilling down on a decidedly ’90s influence in its jumpers tucked into baggy trousers and infomercial-inspired campaigns.
Lending this aesthetic to H&M, the co-collection is a throwback through and through: shades of hunter green, khaki, bold yellow, black patent leather (faux) and, snakeskin print. Oh, and did we mention that the entire offering is unisex, too? Right up the alley of Eytys’ genderless designs and representation by way of styling (just check out their Instagram page here). Highlights include a rendition of the brand’s OG sneaker monikered Mother (made with an even chunkier sole for the tie-up) and high-shine blousons. Browse the collection above.
Available at H&M Orchard Building, Ion Orchard and online from 24 January 2019.
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