EYTYS

EYTYS was founded in 2014 in Stockholm by Max Schiller and Jonathan Hirschfeld as a footwear-first brand built around chunky, deliberately industrial-aesthetic, unisex sneakers and platform shoes. The brand's foundational thesis was specific: produce footwear that read as wearable industrial design — deliberately oversized soles, deconstructed leather uppers, dark rubber-extrusion construction — at a €200-€400 price tier that positioned the brand in the gap between mass-market sneaker brands and the luxury-houses' sneaker programmes. The EYTYS vocabulary settled around several specific shoe shapes: the Mother (a chunky leather low-top with deliberately exaggerated platform sole that became the brand's defining product), the Doja (a high-top sneaker), the Tribeca (a platform Mary Jane), and the Tyson (a chelsea boot variant). The brand expanded into ready-to-wear menswear and womenswear from 2018, but footwear has remained the cultural anchor. Production is split between Italian and Portuguese footwear workshops. The brand is independent and held by Schiller and Hirschfeld plus several Scandinavian venture investors. EYTYS operates flagships in Stockholm (Norrmalmstorg, Östermalm), Copenhagen, Berlin, Paris (Le Marais), Milan (Brera), London (Soho), New York (Wooster Street), Los Angeles, Tokyo (Aoyama), plus extensive wholesale through SSENSE, MR PORTER, MATCHES, Lane Crawford, and the major luxury department stores. Few Scandinavian footwear brands of the 2010s have built such a coherent industrial-design footwear vocabulary at a contemporary luxury price tier.