Building a Creative Platform Through Sneakers

Debuting in the Fall/Winter 2013 season, Eytys is a new sneaker brand from Stockholm, Sweden, helmed by Max and Jonathan, both born in the 1980s. Their sneakers, embodying the ideals of two individuals who have worn out countless pairs, are assertive yet minimalist in design.

Featuring thick rubber soles and heel pull tabs, other elements are kept extremely simple. Their modern design, which transcends gender and age and matches a wide range of styles from street to mode, is popular. Of course, they are also exceptionally comfortable. Canvas sneakers are ¥14,700, and leather ones are ¥23,100.



The brand's philosophy is to be a "platform" for connecting and interacting with creative people worldwide. This philosophy is well represented by the sneaker boxes, whose designs change with each season's theme. For the Fall/Winter collection, they incorporated traditional Swedish marbling patterns into the box design.



This installation at Dover Street Market Ginza also features artwork using these marbling patterns, expressing their philosophy of attempting to build a creative platform through sneakers.