Eytys New Jean Collection Was Inspired by Counter-Culture
Ellen Smith — November 15, 2017 — Fashion
The Swedish footwear brand Eytys has expanding into the retailing of apparel, offering consumers a contemporary genderless denim collection, which was reportedly influenced by MTV and counter-culture.
The collection plays with shapes and silhouettes, offering wearers a variety of slim and loosely fitted jeans, designed for the fashion forward. All garments are made of high-quality, non-traditional fabrics such as Japanese raw denim and heavy wool twill. This gender neutral approach to fashion was accompanied by a witty ad campaign which features both male and female models posing in loosely fitted jeans, next to cheeky slogans that read "You can't have his hair but you can have his Eytys jeans."
The company's approach to fashion follows the same model as its footwear, which also boasts a genderless branding.
The collection plays with shapes and silhouettes, offering wearers a variety of slim and loosely fitted jeans, designed for the fashion forward. All garments are made of high-quality, non-traditional fabrics such as Japanese raw denim and heavy wool twill. This gender neutral approach to fashion was accompanied by a witty ad campaign which features both male and female models posing in loosely fitted jeans, next to cheeky slogans that read "You can't have his hair but you can have his Eytys jeans."
The company's approach to fashion follows the same model as its footwear, which also boasts a genderless branding.
Trend Themes
1. Genderless Fashion - Opportunity for brands to tap into the growing demand for gender-neutral clothing by offering contemporary and unisex collections.
2. Counter-culture Influence - Potential for brands to draw inspiration from subcultures and incorporate rebellious elements into their designs.
3. Non-traditional Fabrics - Opportunity for innovative material exploration in the fashion industry by using high-quality, unconventional fabrics in garment production.
Industry Implications
1. Fashion Retail - Fashion retailers can expand their offerings by introducing genderless collections that cater to diverse consumer preferences.
2. Advertising and Marketing - Advertising agencies can tap into the genderless fashion trend by creating witty and inclusive campaigns that challenge gender norms.
3. Textile Manufacturing - Textile manufacturers have the opportunity to develop and produce non-traditional fabrics to meet the demand for unique and high-quality materials in the fashion industry.
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