Cult sneaker brand EYTYS is going places. Since its inception in 2013, the brand has grown exponentially, landing on the shelves of leading boutiques around the planet. But the homeland – not surprisingly, it has just as rapidly become a globally recognized emblem of Swedish style – obviously remains important as a market place and source of inspiration, and as such it’s where eytys is raising its profile by way of a new boutique in the heart of its homebase Stockholm. The new retail space is a step up from its previous retail space in the Swedish capital, and one that the brand’s creative director Max Schiller has once again undertaken in collab with local cabinet maker and furniture designer Axel Wannberg.
The new eytys boutique occupies the ground unit of a mid-19th century building with large windows that not only allow in floods of daylight, but also provide passers by with generous peeks of its striking interior. The setting takes cues from minimalist sculpture and the compatible aesthetic of brutalist architecture – most notably the work of Japanese designer Shiro Kuramata and Spanish sculptor Xavier Corberó – and features a monochrome palette of greys. The colour scheme is made up by a variety of materials, including burl, acrylic glass, aluminum and cedar wood, giving the design a light and playful twist. The EYTYS store carries the brand’s full range of sneakers and accessories, in addition to a tightly curated and rotating selection of apparel pieces and magazines.
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