H&M has announced it will launch a gender neutral collection in collaboration with fellow Swedish label Eytys. The latter is a brand founded by two childhood friends, Max Schiller and Jonathan Hirschfeld, and has become well-known for its Scandi-cool aesthetic that places unisex design at the heart of its DNA.

Entirely unisex, the collection has a traditional workwear feel, consisting of everything from boxy leather jackets and heavy cotton sweaters to graphic tees and raw denim jeans. At the heart of the fashion-forward, normcore range are Eytys's signature chunky-soled shoes - from robust boots and sneakers to plimsolls. Each pair comes in a custom-designed box patterned with artwork by Stockholm-based painter Zoe Barcza. As for color, H&M says the palette will consist of bottle green, school bus yellow, beige khaki, dark indigo, black, and white. The color scheme is meant to be "effortlessly" mixed and matched.

The collection, ranging in price from £14.99 to £149,  lands in store and online from January 24 2018.

press release on h&m and eytys collection

read article: eytys x h&m - swedish bffs