H&M launches a new collection with gender-neutrality

Fashion giant H&M has teamed up with Swedish streetwear brand Eytys to launch a gender neutral fashion collection that will go on sale in selected stores worldwide on January 24. The new unisex collection, which is being designed in collaboration with H&M, will feature footwear, apparel and accessories for men, women and kids.

The footwear collection will include new takes on a number of Eytys’ signature chunky-soled styles and will come in custom-designed boxes decorated by painter Zoe Barcza.

“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,” said Max Schiller, creative director at Eytys.

“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.”

According to H&M, the Eytys design approach and overall ethos are rooted in the digital age, but also in freedom from restraints based on gender or age.

“Together the brands have extracted the core of Eytys DNA and developed a unisex collection featuring a no- fuss and fashion-forward range of shoes and clothes.”

Schiller said H&M admired Eytys’ distinct look and initially approached the company with the idea of creating a shoe collection.

But after initial brainstorming, it was decided to create a full gender neutral fashion collection – shoes, clothes and accessories – and enable customers to experience the whole brand aesthetic and ethos, he said.