In Soho, Swedish footwear and apparel brand ‘Eytys’ has opened their first UK store. Elements of the design were influenced by Swedish Brutalist architecture and 1970s and ’80s Postmodernism; a factor also present in the label’s name.
The Soho space is the second after the flagship store located in Stockholm. Creative director Max Schiller explains that ‘Eytys’ London pays homage to the original Issey Miyake store in Japan from the early 1980s, created by Japanese designer Shiro Kuramata. “Kuramata was a pioneer in creating playful yet uncompromisingly minimal designs; many so complex they could only be realized years after his death in 1991”, said Schiller. The grey-brown interior features rough concrete walls, juxtaposed with long light tubes in the ceiling and mirrored doors that lead to fitting rooms. The store showcases art pieces from the founders’ personal collections of work; on display is the concrete sculpture ‘Logogram 5’ by progressive Swedish artist Hilde Retzlaff, and a smaller work by Danish artist Mikkel Carl; a block of titanium dipped into battery acid, which was then electrocuted to create a marble effect. The store stocks the label’s ready-to-wear collections, along with unisex footwear and jeans.