Swedish footwear brand Eytys opens first UK store
Eytys, the cult Swedish trainer and apparel brand, has joined the host of cool brands in Soho with the opening of its first UK location.
Spreading over 1,000 square feet at 75 Brewer Street, the store is closely located close to other streetwear favourites such as Supreme, Palace and Stüssy, creating a new district for fans of the popular subculture movement.
Founded in 2013, Eytys became famous for its ‘Mother’ sneaker, made with premium silky suede with thick contrasting rubber soles. In the last five years, the brand has launched 15 new shoe models including a version of the chunky trainers which have split opinion across the fashion world.
Last year, it introduced its first ready-to-wear collection, which is sold at the brand’s store in Stockholm online and in more than 60 concept and department stores around the world.
Commenting on the opening, Jonathan Hirschfeld, CEO of Eytys said: “This is a major step for our brand as we establish ourselves as an international player. As one of the world’s capitals of fashion, London was a natural choice.”
Paddy McCormack, director of Central London Retail at CBRE added: “We are pleased to have secured a store for Eytys’ first venture outside of Sweden. Soho’s central location, and unique heritage presents an excellent canvas for the up-and coming brand to make its mark on a global scale.”
Influenced by Scandinavian minimalism, the new store in Soho features clean lines and open spaces. Geometrical sculptures and a floor-to-ceiling mirror walls give personality to the space, while a palette of muted colours provide calmness.
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