Thursday 6th September

| BY Dino Bonacic

The New Eytys London Flagship Is Open For Business

Eytys Preview-2 © Nicholas Worley

We always knew the Ten Towers neighbourhood is a pretty awesome one. Our HQ is just a stone throw away from all our fave shopping destinations – Dover Street Market, Supreme, Palace, Stussy and all the Mount Street spots are in very close proximity to our Soho haven. However great this crowd is, we’re always happy to welcome fabulous newcomers into our close fashion circle. The latest one on that list is Eytys. The Swedish brand has just opened their second store (first one outside Stockholm) in London, and it’s looking pretty awesome which is super important to us as we’re having to walk past it every morning on our way to work.

Designed by Eytys’ in-house team, the store is a reflection of the brand’s Scandi roots and their Japanese inspiration, particularly designer Shiro Kuramata’s industrial designs with a slight humorous twist. The space itself is completed with lots of mirrors and  a few concrete sculptures (there was even a Magaluf photo book we totally need on our coffee table ASAP), making it visually captivating without becoming too pretentious. What we’re trying to say here is that we know where we’ll be spending our future lunch breaks. Hopefully, they allow eating sushi in the store.

What started as a footwear brand with a single shoe style in 2013 has turned into a global lifestyle brand with a full ready-to-wear line with a special focus on denim, completed with accessories and a very big – and very cool – selection of shoes. It’s all very now – the clothes are oversized, the trainers are chunky and all of the pieces are unisex. The new denim line is part of their just-launched AW18 collection, which expanded from a single jean shape created for SS18. Exposed stitching, boxy cuts and unexpected textiles: they are creating a contemporary luxe version of traditional American workwear, made to be worn everyday, everywhere. And we’re buying all of it.

The new Eytys store is opened now at 75 Brewer St, Soho, London W1F 9US.

eytys-jeans-04 (still image)Eytys AW18 Campaign

eytys-jeans-07 (still image) Eytys AW18 Campaign

Eytys Preview-3 © Nicholas Worley Eytys Preview-5 © Nicholas Worley Eytys Preview-8 © Nicholas Worley