Everyone’s Wearing Eytys: The Cult Alternative To The Stan Smith

Everything you need to know about the new trainer brand loved by the fash-pack...

For those in the know, this is a trainer brand to rival the sportswear stalwarts. And for those who don’t yet know of it, you’re in for a treat.

Eytys (pronounced 80s) is the go-to for minimalist, unbranded trainers that fill the void for people looking for a versatile, stylish shoes that over-deliver on quality and comfort, goes with everything in your wardrobe and all at an affordable price. What’s not to love?

We first discovered the cult-like label whilst scrolling through Net-a-Porter’s trainer selection, trying to source the perfect white pair to team with loose-fitting tailoring and mid-length dresess. The unbranded trainers instantly struck a cord with our fuss-free aesthetic, and we immediately wanted to know more.

Before we knew it, the brands signature blend of paired-back designs and versatile shades was popping up all over our social media feeds - largely in part to their cool designs but also due to they’re equally as covetable ad campaigns and store interiors. Final confirmation of their meteoric rise came when we spied the iconic white footwear on the feet of Net-a-Porter’s buyers front row at fashion week.

So who is responsible for this niche yet totally accessible brand and why should you own a pair? Well, we were in no way surprised to learn that it is in fact a former Acne Studios designer, Max Schiller. Along with friend and business partner Jonathan Hirschfield, Schiller has brought his paired-back Scandi aesthetic to a whole new market. 

Based in Stockholm, they offer a (very) small selection of unisex trainers in earthy shades. Slip-on or lace-up, platform or single-soled, each variation is subtle but promises to offer something for the person after a classic pair of trainers without all the hassle of choosing from the many sportier, branded styles out there.

So what can you expect? Well, the brand follows a philosophy of straight-forward, no-fuss design with confident proportions. The functional androgynous designs come in a range of versatile, subdued colours, too.

Look out for ‘Mother’, the labels original sneaker and the designers’ own idea of the perfect shoe. Ideal for an effortless off-duty look, Eytys sneakers strike the balance between luxury and wearability. Expect vulcanized rubber sneakers alongside cool, leather ‘Odyssey’ high-tops,in a range of colours to suit every wardrobe.

And what’s even better than that? The average price point of £90 makes them totally accessible. And it’s not everyday we get to say that about our favourite brands…