Eytys, the brand currently drawing attention, opens a pop-up store

Eytys

At Estnation Roppongi Hills

Eytys, the Brand to Watch, Opens a Pop-Up Store

Since its inception in 2013, Eytys, the emerging Swedish brand, has rapidly gained attention for its functional and modern sneakers, distinguished by their unique creations. Currently, a limited-time pop-up store is being held at Estnation Roppongi Hills until March 18th (Wednesday).

Text by Yuzu Kuromiya

A Condensed Vision of Simple, Modern Design

For its fourth collection, the Spring/Summer 2015 season, Eytys has unveiled a collaboration with Sasha Kurmaz, a multimedia artist based in Ukraine. Max and Jonathan, the founders of Eytys born in the 1980s, and Sasha Kurmaz, born in Kyiv, Ukraine, in 1986, are three individuals who resonate with the culture of the 90s and have grown up with the internet. They have captured the current atmosphere of Europe, described as being in a state of unprecedented upheaval, and are conveying a message through graphical designs.

This pop-up store recreates Eytys' Stockholm flagship store, featuring distinctive fixtures with a white base that evoke modernist architecture. It is a space where visitors can fully immerse themselves in the world of the Swedish brand, Eytys.