If you thought H&M couldn’t get more innovative following this year’s sustainable Conscious Exclusive and the high-energy MOSCHINO [tv] collections, then brace yourselves for a whole new foray into unisex fashion in 2019!
H&M and Swedish fashion brand Eytys, known for their streamlined yet chunky-soled shoes, unisex approach and perfectly designed wardrobe staples, are teaming up to bring a unisex collection featuring a no-fuss and fashion-forward range of shoes and clothes.
“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.” Ross Lydon, Acting Head of Menswear Design at H&M.
The line, launching in stores and online January 24, includes sneakers, shoes and boots in leather, suede and cotton canvas along with jackets, tops, trousers and jeans in materials such as cotton twill, faux patent leather, nylon and raw denim.
All the shoes have the distinctive Eytys sole, and each pair of comes with a custom-designed box featuring a unique artwork by painter Zoe Barcza.
The clothes have boxy silhouettes and don’t distinguish between garments for women or men. The color palette consists of bottle green, school bus yellow, beige khaki, dark indigo, black and white.
While most of the collection targets adults, there will be a selection for the kids as well!
“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. 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.” says Max Schiller, Creative Director at Eytys.
The Eytys x H&M collection will be available in selected stores worldwide as well as online from 24 January 2019. For more visit kw.hm.com and follow them on Instagram @hm,Twitter @HM, and Facebook @H&M. Follow Eytys on Instagram @eytys, Facebook @Eytys and Twitter @eytys.