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H&M teams up with cult brand Eytys on unisex fashion range

H&M has embarked on a collaboration with fellow Swedish fashion brand Eytys on a unisex fashion collection. The Eytys x H&M line will feature genderless shoes,… View Article

FASHION

H&M teams up with cult brand Eytys on unisex fashion range

H&M has embarked on a collaboration with fellow Swedish fashion brand Eytys on a unisex fashion collection.

The Eytys x H&M line will feature genderless shoes, clothing and accessories for adults and children, all of which have been designed in collaboration with the H&M in-house team. The collection will be available online and in selected stores worldwide from 24 January.

Ross Lydon, acting head of menswear design at H&M, said: “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.”

The range includes sneakers, shoes and boots in leather, suede and cotton canvas as well as jackets, tops, trousers and jeans in materials such as cotton twill, faux patent leather, nylon and raw denim. In addition, all the shoes have the distinctive Eytys sole.

H&M said each pair of shoes will come with a custom-designed box featuring a unique artwork by painter Zoe Barcza.

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