Tuesday, 1 November 2016

A Mother of All Sneakers - EYTYS - Now on SSENSE.COM

Behind the most efficient exercises in simplicity, there’s an elusive process that’s complex. Anyone can throw details, patterns, and reference points at a shoe, but forging an identity with an uncomplicated silhouette is a tougher affair. Apparent ease betrays the ingenuity of a product’s genesis. Stockholm’s Eytys, launched by Max Schiller and Jonathan Hirschfeld in 2013, made its mark with the Mother shoe. It is appropriately maternal in its name, birthing other carefully conceived models, all of which are immediately recognizable from a distance. But where do you start when it comes to creating your own iconic staple? For high-end brands, merely aping an old favorite in premium materials seems to be enough. In a more affordable and covetable indie sector of the market, however, applying your own aesthetic is essential.

Read more about how the Eytys Mother sneakers are the new classic on ssense.com.

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