Eytys debuts a new logo and covetable new jeans. We speak to creative director Max Schiller about the beloved Swedish brand's new direction.
Eytys was hip to 90s nostalgia before it was cool, so we know to pay attention when the Swedish brand does something new.
Earlier this week, the brand took a big swing with an entirely fresh identity. Most notably, a clean and to-the-point logo. Their whole Instagram has been wiped clean, replaced only with a BTS film of the SS22 collection being photographed. It’s set to a contemplative voiceover by co-founder and creative director Max Schiller, who begins by saying, “This collection was kind of a result of some soul searching.”
Today, Eyty’s rolls out a new campaign featuring the jeans that are soon to be worn by tastemakers across Scandinavia and beyond.
“Since the inception of Eytys, we have been on an exciting mission to highlight and connect the creative community around the world. It’s a tough crowd to please, which the collections reflect,” says Schiller. “In our designs, we challenge norms and clash contrasts: hard versus soft, nostalgia versus futurism, femininity and masculinity.”
Photo: Will Scarborough
Photo: Will Scarborough
When it was founded in 2013, Eytys was ostensibly a sneaker brand. As Schiller puts it, the original intention was to “break boundaries in sneaker design.” They succeeded. Their chunky, retro sneakers felt entirely new back then, and the Scandi fashion set ate them up.
I recall the first time I wore my leather Dojas home to my parents. My mom noted they were the ugliest shoes she had ever seen. That’s when I knew for certain Eytys had something. “We have evolved a lot since then, launching a wider range of footwear, jeans and now ready-to-wear, all with the ambition of creating groundbreaking design whilst respecting traditions of quality and craftsmanship,” Schiller continues. “It’s time for the Eytys identity to join the journey.”
The first item of clothing to join that journey is denim. Cut in a wide fit reminiscent of the Eytys jeans we know and love, the newest rendition feature graphic stitching across the back pockets. “I wanted to honour iconic jeans butts, with recognisable elements such as the back-pocket embroidery and jacron label, but translate it into a modern context by being in a constant state of evolution, always experimenting with new, exciting shapes and materials,” says Schiller.
Photo: Will Scarborough
The evolution of Eytys is also a reflection of the evolution of the designer himself. “I have slowly started to accept that I’m getting older, and I’m allowing that to be reflected in my work,” he says. While he once designed for an “illusionary muse,” now it’s more about great products that exude the brand’s ethos. “It can come down to innovative and exciting jeans treatments and silhouettes, paired with the perfect vintage tee, laser-sharp power suiting and confident boots,” he says. “That’s the Eytys look at its core.”
It’s a lot to encapsulate in a simple brand name typeface. As for how Eytys would describe the new logo: “It’s like a really good Barolo; versatile, straightforward, luxurious and delicious. And likely to age well.”
The new Eytys jeans are available from the end of March at Eytys.com