H&M has announced a collaboration with fellow Swedish brand Eytys.
The Eytys x H&M line will feature genderless shoes, clothing and accessories for adults and a selection for kids, designed in collaboration with the H&M in-house team.
It includes sneakers, shoes and boots in leather, suede and cotton canvas along with jackets, tops, trousers and jeans in materials such as cotton twill, faux patent leather, nylon and raw denim.
All the shoes have the distinctive Eytys sole, while the clothes have boxy silhouettes that can be worn by both men and women.
Snakeskin print, faux patent leather and suede are mixed with stiff cottons and graphics.
Each pair of shoes comes with a custom-designed box featuring a unique artwork by painter Zoe Barcza.
Eytys' creative director Max Schiller said the brand hopes that the collaboration will introduce the H&M customer to its design philosophy.
“With this collaboration, we hope to introduce the H&M customer to our design philosophy of robust and fuss-free design where function triumphs embellishment and style spans genders.
“The collection is all about proportions – creating a distinct unisex silhouette by playing around with loose silhouettes and chunky architectural footwear.
“It's the Eytys idea of a 'generic' look, one that is meant to elevate integrity, attitude and confidence.”
H&M's acting head of menswear design Ross Lydon said creating a full collection with Eytys would enable customers to really understand the brand's aesthetic and ethos.
“We admire that Eytys have a look distinctly their own and initially approached them with the idea of creating a shoe collection.
“But after initial brainstorming, it was decided that a full collection – shoes, clothes and accessories – would enable our customers to really experience the whole brand aesthetic and ethos.
“With this collaboration we want to offer our customers a total look that is all about chunky statement shoes and mindful proportions that are genderless.”
The collection will be available in selected Australian stores from January 24, 2019.