H&M's New Collab Might Be Its Coolest Yet

H&M has teamed up with Swedish brand Eytys for what could be the high street hero\'s coolest collaboration yet. Available from today, the collection will include all of Eytys\' (pronounced \"80s\" – the Ys are a nod to Generation Y) design signatures, from distinctive chunky soled shoes to fuss-free oversized tees via relaxed denim. Rather than two separate collections for men and women, the whole offering is a one-for-all, embodying the label\'s overarching ethos of \"clothing free from restraints on gender and age\".\"With this collaboration, we hope to introduce the H&M customer to our design philosophy of robust and fuss-free design where function triumphs embellishment and styles span genders,\" Max Schiller, creative director at Eytys, explains in a brand statement. \"The collection is all about proportions – creating a distinct unisex silhouette by playing around with loose silhouettes and chunky architectural footwear. It’s the Eytys idea of a \'generic\' look, one that is meant to e