Jonathan Hirschfeld and Max Schiller’s Swedish sneaker brand, Eytys (pronounced ‘80s’, with a symbolic nod to Generation Y) has only been around for a short while, but they have managed to reign over the coolest of the cool with their minimalist, gender-bending sneakers. Their flagship store at Norrlandsgatan 22 in central Stockholm is one of the coolest, most bad-ass and elegant spaces I have ever been in. The store is basically a sculpture, built on a foundation of grey-hued monochromatic colours, acrylic glass, aluminum, cedarwood and stone, making it a clean and secure place to shop or just gawk and the wonder.

Among the brand’s functional, fashionable line of cult sneakers, accessories and one-of-a-kind clothing wares, Eytys totes a curated library stocked with all of the most in-the-know magazines and books.

The brand’s philosophy has always been one of straightforwardness, no fuss and function that is embedded in the core of most Swedish designers. However Eytys seems to take their lessons less from the runway and more for the urban jungle. Visit them to get wild.

Norrlandsgatan 22

111 43 Stockholm, Sweden