A brand dedicated to the culture of our digital age, Eytys — pronounced ‘eighties’ — is a unisex Swedish footwear brand founded in 2013 by two childhood friends. Since its inception, the footwear label (spelt with a ‘Y’ to signify its connection to Generation Y) has become an underground cult sensation among sneakerheads who don’t like to buy into the exclusivity of the conventional market.

Eytys caught the world’s attention with its very first product, the ‘Mother’ — a chunky platform sneaker with minimal lacing and a bold androgynous feel. Since then, the label’s collection has grown, but its core ethos of creating reliable and time-honoured basics that over-deliver on quality has remained the same. Eytys loves to reach back into the past and dust off the designs of long-forgotten classics, recreating them with a sharp twist of edgy proportions without losing the grounded practicality that made it a much-loved favourite in the first place.

Look to Eytys for premium leather sneakers that make a bold statement with its chunky soles and sleek details. Low-top silhouettes are imbued with drama and character through their bright pops of colour, and retro-inspired features transform dad shoe nostalgia into runway-ready favourites. Eytys styles are made for both men and women — the founders believe that fashion shouldn’t be limited by gender, age, or culture. Shop THE ICONIC for our edit of Eytys shoes to ramp up your collection of sneakers today.