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Swedish footwear brand Eytys steps into Soho

A look inside the footwear focused brand’s first store outside of its native Sweden in London’s Soho.

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Swedish brand Eytys launched in 2013, making an impression on the footwear market with its pared-back, contemporary unisex sneakers and signature chunky soles.

Already stocked by Selfridges, Matchesfashion, Browns, LN-CC, Liberty, Net-a-Porter and Goodhood, the brand opened its first store in Stockholm in 2016.

For its first international outpost, founders Max Schiller and Jonathan Hirschfeld worked with property advisers CBRE to pick a corner shop in London’s Soho, where Supreme, Stüssy and Palace have stores nearby.

The 1,000 sq ft space opened on 6 September on the corner of Brewer Street and Sherwood Street. It will house Eytys’ full footwear collection, its jeans, which launched last season, and its full ready-to-wear offering, which will launch for spring 19. Autumn 18 footwear retails from £90 to £270.

The new store’s design is intentionally minimal to reflect the clean lines of the footwear, blending and contrasting different textures such as rough concrete with aluminium and Italian burl veneer, while a wall of hidden, mirrored changing rooms helps create a sense of space.

Playful details, such as oversized tubular light fixtures and art from co-founders Schiller and Hirschfeld’s personal collection, add a touch of personality.

Eytys co-founder Max Schiller on the brand’s new London store

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Eytys founders Jonathan Hirschfeld (left) and Max Schiller

Why open your first UK store now?

London is home to a fashion-forward community and a hub for people from all over the world. Our Stockholm store is in our home town, but we are aware that Stockholm isn’t – yet – a common place to visit. We wanted to open up to the world, and London is definitely a city that attracts a fashion-conscious crowd. Soho was the natural extension of that choice being at the heart of the city.

Tell us about the store

The space was conceived by our in-house design team. We were lucky to find a corner address with a unique layout, which allowed us to play with the angles and perspectives native to brutalist architecture.

The store is monochrome with focus on contrasting textures, similar to those we use in the footwear design: clean, crisp lines with precise tones and reliefs. Our community are design conscious, so it was a must to create a space they would appreciate.

How is the brand performing in the UK and what is your focus going forward?

The UK has become a key market for us as it is such a central point on the fashion map – it’s really where we are able to scale our community. Our focus is to keep creating an offering that our community wants to continue wearing and that our shop becomes the epicentre of our global community.

Tell us about the ready-to-wear launch

We launched our jeans exclusively on the Eytys channels this time last year and have had a great reaction. We made the jeans because we couldn’t find the silhouette in any shops. As our team and friends started to wear them, we realised that the complimentary fashion items didn’t exist either. We couldn’t find that perfect top that was a complimentary proportion to the strong silhouette of the jeans, so we had to make them.

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