Eytys has got a whole new look.
The Stockholm-based brand has closed its flagship store on Stockholm’s Luntmakargatan Street and reopened its doors at 22 Norrlandsgatan St., a central shopping area with more foot traffic.
The new 775-square-foot store, more than twice as big as its previous location, is situated in a building that dates back to 1856. The new neighborhood references a long history of Stockholm shoemakers that used to populate the area and is near the street Lästmakargatan, which translates to “last-maker.”
“It was a natural choice for us, as it’s where all the cool streetwear and skate shops used to be when we were kids,” said Eytys co-founder Max Schiller. “Our interest for sneakers and clothes was born on that same street some 20 years ago. Long before that, in the 1950s, my great grandfather was a belt merchant on the same street.”
The modern store features a minimal look and architectural details in burl, acrylic glass, aluminum and cedar wood. The store was designed in collaboration with some of the founders’ closest friends, like architect and cabinet maker Axel Wannberg, who worked with them on their previous store.
Watch on FN
“We felt that we had outgrown the previous store, which has been a big success considering its secret and underground location,” said Schiller. “The new store is an upgrade and a challenge that we wanted to take on.”
Currently, it is stocking spring ’16 product, including the brand’s signature genderless sneakers. Look for its signature Mother low-tops with thick rubber soles, or new additions like the Kibo high-top sneaker boot.
You can also find a selection of books and home decor, as well as limited-edition sneakers like its recent collaboration with South African artist Esther Mahlangu.