EYTYS STOCKHOLM CITY, the first boutique by the Stockholm-based sneaker company, just opened its doors. After one year of existence and retailing through Opening Ceremony, Dover Street Market and Colette, EYTYS has taken the step further into materializing how their universe would actually look. Through a melange of pastel pink, transparent furnishing and a careful selection of objects, the sneakers are exhibited in a quite desirable environment. It seems pretty hard to visit without walking out with a pair on.
Define EYTYS.
EYTYS sneakers are all about proportions, which are exaggerated with confidence. The shape is inspired by the graphic and powerful expression of modernist architecture. The sole is accentuated and the visible details are limited, being function the main focus.
So, why sneakers?
We can’t remember a time when sneakers weren't everywhere. Over the last 20 years, we have coveted, bought, loved and worn the hell out of numerous pairs. No other garment defines our generation like a pair of beautiful sneakers.
… and only sneakers?
As opposed to the high-paced world of fashion, we have allowed ourselves the luxury of focusing on one product and to tweak, tweak, tweak until we reach absolute and indefinite sneaker perfection. If that day ever comes, we might consider developing another product.
What is the driving force behind EYTYS?
It’s our celebration of multidisciplinary creativity. The idea and platform on which EYTYS stands is one through which we can connect, interact with and highlight creative people that we admire from all over the world. Our confidence lies not so much in the actual sneaker, but rather in the belief that we can access, approach and entice anyone to be part of EYTYS in one way or another.
What is the process behind your ideas and their respective collaborations? The SS’14, for example.
The SS’14 collection re-works the Memphis Group aesthetic into the EYTYS idea of contemporary street culture. This eccentric Milan based design collective from the 80’s is the main inspiration. We have an ongoing collaboration with London based artist Rhys Coren. He bases his work on the relation between the late 80's, early 90's football goalkeeper kit design and the Acid House scene from the same period. The visual and musical expressions Coren works with share the aesthetic language of the Memphis Group. We turned to Coren because his work evokes bitter sweet memories of candied and colourful Kellogg’s cereals, of being ten years old and glued to the TV without a care in the world (laughs).
How did Tom Sewell collaborate on your FW’14 collection?
The FW’14 collection consists of artworks and animations based on Voyager-1’s vast expedition. Sewell creates images stretching the possibilities allowed by the digital work with color. In the showroom his animations are exhibited on Brionvega TV sets, designed by Richard Sapper and Marco Zanuso in 1964, at the very peak of the Space Age design boom. The furniture is created by Swedish cabinet-maker Piktur and customized by graffiti and airbrush-artist “Skyltmaster”.
You have just opened your new EYTYS STOCKHOLM CITY store, tell us more about it.
In the new store you’ll find the complete EYTYS sneaker collection, as well as a rotating, curated mix of some of our favourite things: a beautiful book selection from the renowned bookstore Konst-ig, pottery created in collaboration with Philadelphia-based ceramist Jessica Hans, collectible Swatch watches from the 80's, ready-to-wear and home accessories by Tokyo-based indigo masters Blue Blue Japan or merchandise by rapper Yung Lean and his Sad Boys crew. It’s a space dedicated to the things that we love, respect, and want to share.
What is the main inspiration behind the store aesthetic and atmosphere?
It is inspired by 80's post-modernist masters Ettore Sottsass and Shiro Kuramata, as well as the life and color palette of American minimalist painter Agnes Martin.
Where do we find it?
Right here in central Stockholm; the streets and soil where the brand was born and nurtured. It is located by Hötorget, on a hidden block mostly known for the tragic 1986 assassination of Swedish Prime Minister Olof Palme. It's tucked between two Bangladeshi restaurants and an Afro hair salon.