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Eytys New Jean Collection Was Inspired by Counter-Culture

 - Nov 15, 2017
References: eytys & hypebae
The Swedish footwear brand Eytys has expanding into the retailing of apparel, offering consumers a contemporary genderless denim collection, which was reportedly influenced by MTV and counter-culture.

The collection plays with shapes and silhouettes, offering wearers a variety of slim and loosely fitted jeans, designed for the fashion forward. All garments are made of high-quality, non-traditional fabrics such as Japanese raw denim and heavy wool twill. This gender neutral approach to fashion was accompanied by a witty ad campaign which features both male and female models posing in loosely fitted jeans, next to cheeky slogans that read "You can't have his hair but you can have his Eytys jeans."

The company's approach to fashion follows the same model as its footwear, which also boasts a genderless branding.