A Q & A with Max Schiller, cofounder of Stockholm-based sneaker brand Eytys.
You say that Eytys is a celebration of multidisciplinary creativity; would you mind elaborating on that a bit?
Being part of Generation Y and growing up with MTV and the Internet, we’ve had access to a wide stream of inspiration and creativity. Art, photography, music, and fashion have all been within our reach. With Eytys we want to create a platform through which we can reach out to, connect, and work with creative people we admire. It could be a 16-year-old in Oklahoma posting things on Tumblr as well as an artist who already has a successful career. It’s the quality of the work that matters.
I noticed you just launched a print in tribute to the Memphis Group. Where do you generally draw inspiration for your products?
Anything and everything, from nostalgia to futurism, that is visually arresting and evoking and that tickles our senses is inspiring. When working on our first prints, the starting point was the 1994 World Cup jerseys of Mexican soccer goalkeeper Jorge Campos.
We read somewhere that the NASA space probe Voyager 1 has left our solar system after 36 years of traveling. Just the thought of that got our minds going and resulted in a collaboration with London artist Tom Sewell consisting of a print, animations, and packaging based on the imaginary surroundings of Voyager 1.
Being based in Stockholm and with sneaker culture on the rise, would you say that we are getting better at wearing premium sneakers?
We’ve been wearing sneakers for decades. In our case, having the “right” skate shoes was the first thing that got us to smash the piggy bank as 10-year-olds. Sneakers are a democratic product in the sense that they don’t have to be expensive to be coveted. The “premium segment” has never been relevant to us. There’s something nostalgic with sneakers, and there’s definitely a demand right now, but hasn’t it always been [that way]?
What is next for Eytys?
We’re introducing Odyssey this fall. It’s a padded unisex high-top with the same clean look and bold proportions as our first style, Mother. We try to stay very focused and do a few things well rather than reaching out in too many directions.
Coming soon to American Rag Cie!