Established in 2013 by childhood friends Jonathan Hirschfeld and Max Schiller in Stockholm, Eytys (pronounced '80s') emerged from a shared passion for design, art, and the subcultures of the 1980s and '90s. The founders noticed a gap in the market for unisex footwear that combined bold design with comfort and quality. Eytys launched with a single product: the 'Mother' sneaker, characterized by its chunky silhouette, thick rubber sole, and minimalist upper. The design drew inspiration from the platform sneakers popular in the '90s, reinterpreted for a modern audience. The sneaker's unisex appeal and distinctive aesthetic quickly gained a following among fashion-forward consumers. The brand's philosophy centers on creating products that transcend gender boundaries, promoting inclusivity and self-expression. Eytys expanded its footwear line to include various styles, such as boots, sandals, and loafers, all maintaining the brand's signature chunky soles and minimalist design language. Building on the success of its footwear, Eytys introduced a clothing line in 2017. The apparel collection featured unisex pieces with oversized silhouettes, neutral color palettes, and utilitarian details. The clothing line further established Eytys as a brand that challenges conventional fashion norms. Collaboration has been a key element of Eytys' growth. The brand has partnered with retailers like H&M to create exclusive collections, making its designs accessible to a broader audience. These collaborations maintained the brand's identity while exploring new creative avenues. Eytys opened its flagship store in Stockholm, designed to reflect the brand's minimalist yet edgy aesthetic. The retail space serves as a hub for the Eytys community, hosting events and exhibitions that celebrate art, music, and culture. Sustainability is increasingly important to Eytys. The brand has begun incorporating eco-friendly materials and practices into its production processes, recognizing the need to reduce its environmental impact. Today, Eytys is recognized globally for its distinctive designs that merge Scandinavian minimalism with streetwear influences. The brand continues to push boundaries, offering products that resonate with a generation seeking authenticity and individuality in fashion.