Eytys April 29 2016

This cult-favorite minimalist sneaker brand was launched in Stockholm by Acne alumnus Max Schiller and his long-time friend and business partner Jonathan Hirschfeld. It’s actually pronounced “eighties,” like the decade, though it’s spelled with a “Y”, a nod to generation Y (of which both founders are members) and the specific combination of MTV and the internet that they credit with shaping their aesthetic.