Swedish Sneaker Brand Eytys to Launch Gender-Neutral Jeans

Eytys has a whole new take on boyfriend/girlfriend jeans. They go beyond the illusion of having been borrowed from the opposite sex—they are actually meant for everyone, regardless of gender identity.

Hypebae tells us the cult footwear brand has long promoted its sneakers as unisex, so it’s following suit with jeans—arguably a much bigger challenge. The inaugural capsule collection launches on November 16 and will include three styles: a slim-fit jean with a medium-high waist, a super relaxed version and a wide-legged culotte style. The jeans are made of Japanese denim with no distressing and no stretch. They’re produced in Japan and China using Japanese wool twill, Belgian industrial nylon and dead-stock denim from a Hong Kong mill.

Eytys launched in 2013 with “The Mother,” a white platform sneaker that sold out immediately. The label quickly grew from 25 to 250 stockists worldwide, and the founders tell Business of Fashion they’ve always wanted to grow beyond sneakers—and they believe that “sneakers and denim are at the core of the modern wardrobe,” according to BofF.


Leave a Reply

Your email address will not be published. Required fields are marked *